Online shopping goes onward and upwardA prosperous 2014 holiday season appears to be in store for US online retailers. Sales were strong in 2013—especially sales made with mobile devices.

Mobile continues to be off the hook

Capturing—and keeping—consumer attention is getting more difficult

7:12 Average time on site down 43 seconds since March 2012

Mobile contributes to shorter attention span:

November 2013 average order value was $132.71, up 9% from November 2011.

9% increase

December 2013 average order value was $122.46, up 13% from December 2011.

13% increase

Average order value is on the rise

Mobile average time on site

4:25Mobile average page views per session

6.1Mobile bounce rate

40%

Cart abandonment is up and conversion rates are down

6.9 Average page views per session down from 9.0 in March 2012

Smart phones to browse, tablets to buy: (March 2014 metrics)

iOS outpaces Android in generating traffic and sales: (March 2014 metrics)

Shopping cart abandonment continues to rise, peaking at

The November 2013 Conversion rate of

72%in July 2013. is 11% lower than

November 2011.

2.6%

Thanksgiving:

Mobile % of sales was up

19.7% increase in online retail sales YoY.

49%

Online retail spending in Q4 2013 was up 10.3% over 4Q 2012. Key shopping days:

Black Friday:

Mobile % of sales was up

18.9% increase in online retail sales YoY.

43%

Cyber Monday:

Mobile % of sales was up

20.6% increase in online retail sales YoY.

55%

Fri

SocialReferral sites

Natural searchMobile

MarketingPaid SearchDirect Load

Overall Conversion

Conversion rates by channel (March 2014)

3.2%2.8%

2.5%

1.5%1.6%

1.2%0.8%

2.5%

34% Bounce rate up from 29% in March 2012

March 2014 March 2014

March 2014

There’s good news for retailers as we approach the all-important holiday shopping season. The economy is on the rebound, shoppers are spending more and mobile is booming.

But what’s next? Take a look at four key trends for retailers this season.

25%

Predictions

iOS13%

Mobile % of sales predicted to reach

20%by November

2014

17%November 2013

Mobile % of traffic predicted to reach by November

2014

34%November 2013

24% 14%Tablets vs. Smart phones% traffic (for browsing)

Tablets vs. Smart phones% sales (for buying)

iOS vs. Android% traffic

14%iOS

3%

iOS vs. Android% sales

43%

© Copyright IBM Corporation 2014. IBM, the IBM logo and ibm.com are trademarks of IBM Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml.

Data in this infographic is based on IBM Digital Analytics Benchmark, a cloud-based service that captures online marketing results and commerce data from approximately 800 contributing US retail web sites. The industry’s only peer-level, self-service benchmarking solution enables IBM customers to measure performance against the competition in anonymized, aggregated form. IBM Digital Analytics Benchmark comes standard with IBM Digital Analytics at no additional cost.

For more information, go to ibm.com/benchmark

Gain actionable insights from customers behavior

Measure your impression-based investments

Optimize the mobile experience

Step up to omni-channel marketing

Focus on digital marketing

Tips to make the holiday season profitable

5%12%

Holiday Online Retail Unwrapped: What’s in Store for 2014