Mobile traffic accounted for nearly 40% of all online traffic and mobile devices accounted for 23% of all online sales. The data are collected and reported by the Digital Analytics Benchmark group at International Business Machines Corp. (NYSE: IBM).
The IBM researchers also reported on some interesting trends:
- Smartphones drove three times the online traffic of tablets, but tablet sales were 19% higher than smartphone sales.
- Desktop PCs accounted for about 60% of all traffic and 77% of all online sales.
- The average order size from a desktop was nearly 16% higher than from a mobile device, at $141.14.
- Apple Inc.’s (NASDAQ: AAPL) iOS platform accounted for more than double the amount of online traffic (27.1% vs. 12.4%) as Google Inc.’s (NASDAQ: GOOG) Android, and iOS sales were more than three times higher than Android sales (17.8% compared with 5%).
- Facebook Inc. (NASDAQ: FB) drove orders valued at nearly 40% more than orders referred from Pinterest.
The takeaways here are identical with those from data that IBM collected for Black Friday: Smartphone users do more browsing than buying; iPhone users both browse more and spend more than do Android users; and, perhaps most important of all, desktop PCs are far from dead.
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