Mobile commerce drives 2013 Mother’s Day web sales growth, IBM finds.
Mother’s Day online shopping grew 15% in the week leading up to Mother’s Day (May 12), according to IBM’s Digital Analytics Benchmark. The National Retail Federation estimates 2013 Mother’s Day online sales hit $20 billion.
Online sales were given a boost from a significant increase in mobile commerce, IBM finds. Mobile sales accounted for 17% of total Mother’s Day online sales for 2013, IBM says. That would total $3.4 billion, according to the NRF estimate. Mobile accounted for 13.8% of total web sales for Mother's Day 2012, IBM says. The 2012 holiday racked up $17.4 billion in online sales, according to the NRF estimate and IBM figure. That would put 2012 Mother's Day mobile sales at $2.4 billion, meaning mobile sales jumped 41.7% 2013 over 2012.
Mobile traffic for the week before Mother’s Day 2013 reached 25% of total traffic to retail web sites, an increase of 43% over 2012, when mobile accounted for 17.5% of total traffic, IBM says. Apple Inc.’s iPhone and iPad dominated mobile traffic, IBM says.
Mobile shoppers browsed and completed purchases on average in three-and-a-half minutes, while desktop shoppers took more than six minutes to complete their shopping sessions, IBM says.
IBM’s Digital Analytics Benchmark measures more than 1 million online transactions a day on more than 500 retail web site clients of IBM. The benchmark for Mother’s Day 2013 also finds: