February 17, 2012, 10:35 AM

Sealing a kiss with a smartphone

10.1% of total sales the week leading up to the Valentine's Day holiday stemmed from smartphones and tablets, IBM finds. And Apple beat Android for mobile traffic king.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

Consumers we’re using their smartphones and tablets to show their love to their honeys this Valentine’s Day. 10.1% of total web sales were made on smartphones and tablets during the week leading up to Feb. 14, according to the IBM Smarter Commerce Benchmark. That’s nearly triple the 3.9% for the same period last year.

As shown in other studies of mobile traffic in general, Apple Inc. has a lock on popularity among mobile shoppers. 5.5% of total web traffic during the week leading up to Feb. 14 came from Apple’s iPhones, 4.9% from Apple’s iPads and 4.4% from devices running Google Inc.’s Android mobile operating system, IBM finds.

Certain product categories were of course more popular than others for the Valentine’s Day holiday. 28.8% of mobile sales were jewelry, 17.7% intimate apparel, 15.1% health and beauty, and 9.9% flowers and gifts.

“The Valentine’s data is proof positive that the online and mobile shopping habits witnessed over the November and December holidays are not fleeting,” IBM says. “Rather, a permanent change is in effect with the empowered consumer turning to mobile devices not just for blockbuster shopping days but for all holidays in between.”

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