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Page 1: Online shopping holiday 2015

Online Holiday Shopping Recap Report

Online Holiday Shopping Recap Report 2015

Online Holiday Shopping 2015

Page 2: Online shopping holiday 2015

Overview The 2015 holiday season yielded double-digit growth in online retail sales with strong growth in mobile. Mobile growth was driven by smartphones which became the shopper’s device of choice for browsing and buying. Cyber Monday continued to be the biggest shopping day of the year with a 17.8 percent increase in online sales, contributing to an increase of 13.6 percent year-over-year for November and December combined.

This past holiday season, IBM introduced the IBM Watson Trend app which features the hottest 100 consumer electronics, toys and health and fitness products at any given time. The app distills the sentiment of tens of millions of online conversations by scouring 10,000 sources across social media sites, blogs, forums, comments, ratings and reviews.

Using Watson’s understanding of natural language and machine learning technologies, the app uncovers consumer preferences to pinpoint patterns and trends to reveal why people are choosing certain products or brands. The app also uses predictive analytics to forecast if a particular trend is a fleeting fad or will continue to remain strong.

According to IBM Watson Trend, consumers indicated that Samsung TVs, Apple Watch, Sony TVs, Beats by Dre, LG TVs and more were at the top of their shopping lists for the 2015 holiday.

This report provides a summary of online shopping trends over the November and December 2015 holiday season.

Thanksgiving and Black Friday

Consumers continued to take advantage of early Black Friday deals on Thanksgiving Day, with online retail sales rising by 26 percent year-over-year. Adding to Thanksgiving tradition, mobile shopping soared, accounting for nearly 60 percent of all online traffic and 40 percent of all online sales.

Momentum into Black Friday led to an increase in online retail sales of 21.5 percent over 2014 with mobile growing in double digits.

Some of the fastest trending products for Black Friday included Minecraft Video Game (plus Gameband Wearable Accessory), Pie Face Game, Phillips TVs, Asus Zenbok Laptop and Toshiba Satellite Laptops.

For Black Friday, IBM identified additional popular products and the stories behind them:

• Beats by Dre: Beats headphones, earbuds, and speakers have been wildly popular

since first appearing in 2008. Watson finds growing chatter around the Beats Solo2 Wired On-Ear headphones as well as the release of Dr. Dre's unheard tracks on Apple’s Beats 1 streaming music channel. Additional trending headphones include Sennheiser, Bose, Skullcandy and Sure.

• Jordan Shoes: Known best for its original Air Jordan line of basketball sneakers, Jordan

Brand has released a new line of performance running shoes. Watson finds that the line is being lauded for both their aesthetics and foot support and is gaining popularity among consumers who sported the original sneakers in the 1990s.

Page 3: Online shopping holiday 2015

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U.S. Retail Online Holiday Shopping Recap Report 2015

• Nintendo Super Smash Bros: Nintendo’s Super Smash Bros for Wii U is generating

significant buzz and Watson knows why. While the game features popular Nintendo characters such as Mario, Donkey Kong and Pokémon, it’s the “unprecedented” addition of Final Fantasy’s Cloud Strife that has gamers buzzing with excitement.

• MeccaNoid Personal Robots: Personal robots including those from Star Wars are

popular this year but many parents are also looking to more “edutainment” focused gifts. Watson reports that many parents are looking at MeccaNoid, which teaches kids from ages 8 to 12 how to create, learn and code so they can ultimately build their own robot.

As consumers used the IBM Watson Trend app to pinpoint what products are popular and why, IBM also reported on how consumers shopped online. IBM identified the following trends on Black Friday:

• Consumers Cash in on Black Friday Deals: The average order value for the mobile

and desktop shopper combined for Black Friday was $127.84, down slightly from 2014 at $129.37.

• Consumers Balance Mobile and Desktop Shopping: Consumers continued to shop

via their mobile devices—mobile traffic exceeded desktop, accounting for 57.2 percent of all online traffic, an increase of 15.2 percent over 2014. Mobile sales were also strong, with 36.2 percent of all online sales coming from mobile devices, an increase of nearly 30 percent over last year.

• Tablets Outspend Desktops: For the first time, tablets’ average order value of $136.42

exceeded that of desktops, which ended the day at $134.06. Smartphone shoppers spent $121.06 per order, an increase of 4.3 percent over 2014.

• Smartphones Shoppers Dominate: Smartphones remained the Black Friday shopper’s

device of choice. Smartphones accounted for 44.7 percent of all online traffic, 3 ½ times that of tablets at 12.5 percent. Smartphones surpassed tablets in sales, driving 20.6 percent of online sales (up nearly 75 percent over 2014) versus tablets at 15.5 percent.

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U.S. Retail Online Holiday Shopping Recap Report 2015

Thanksgiving Day U.S. Retail, 24-hr Real-time Sales

12:00 AM 2:30 AM 5:00 AM 7:30 AM 10:00 AM 12:30 PM 3:00 PM 5:30 PM 8:00 PM 10:30 PM

Time of Day (PST)

Online retail sales for Thanksgiving increased by 26% over 2014, peaking in the morning and again in the evening.

Black Friday U.S. Retail, 24-hr Real-time Sales

12:00 AM 2:30 AM 5:00 AM 7:30 AM 10:00 AM 12:30 PM 3:00 PM 5:30 PM 8:00 PM 10:30 PM

Time of Day (PST)

Online retail sales for Black Friday increased by 21.5% over 2014 with sales peaking in the morning and remaining strong throughout the day.

2014 2015

2014 2015

Page 5: Online shopping holiday 2015

U.S. Retail Black Friday Sales

vs. Black Friday 2014

▲21.46%

Black Friday 2015 vs. Thanksgiving 2015 ▲52.04%

Black Friday

Black Friday

Thanksgiving

Black Friday vs.

Transaction Metrics 2015 2015 vs. 2014 2015 Thanksgiving 2015

Items per Order 4.08 2.77% 4.20 -2.86%

Average Order Value $127.84 -1.18% $123.45 3.56%

Conversion Rate 4.20% 6.33% 3.65% 15.07%

New Visitor Conversion Rate 3.26% 3.49% 2.69% 21.19%

Shopping Cart Sessions 15.36% 16.10% 14.63% 4.99%

Shopping Cart Conversion Rate 27.19% -1.38% 24.82% 9.55%

Shopping Cart Abandonment Rate 72.81% 0.52% 75.18% -3.15%

Session Traffic Metrics

Average Session Length 8:44 3.56% 8:26 3.56%

Bounce (One Page) Rate 31.26% -0.35% 32.40% -3.52%

Browsing Sessions 50.60% 6.19% 49.52% 2.18%

Page Views Per Session 8.76 4.66% 8.64 1.39%

Product Views Per Session 2.59 7.47% 2.52 2.78%

Desktop Metrics

Desktop: % of Sales 63.82% -11.43% 59.95% 6.46%

Desktop: % of Site Traffic 42.66% -14.92% 40.01% 6.62%

Desktop: Bounce Rate 28.16% 0.64% 29.72% -5.25%

Desktop: Conversion Rate 6.34% 9.31% 5.46% 16.12%

Desktop: Average Order Value $134.06 -0.94% $131.17 2.20%

Mobile Metrics

Mobile: % of Sales 36.16% 29.56% 40.03% -9.67%

Mobile: % of Site Traffic 57.19% 15.23% 59.81% -4.38%

Mobile: Bounce Rate 33.57% -3.48% 34.18% -1.78%

Mobile: Conversion Rate 2.97% 12.08% 2.82% 5.32%

Mobile: Average Order Value $121.06 4.34% $113.40 6.75%

Page 6: Online shopping holiday 2015

Cyber Monday Cyber Monday rang in record sales, growing by 17.8 percent over 2014. Cyber Monday continued to be the biggest U.S. online shopping day of the year, outpacing Black Friday online retail sales by 25.5 percent. As shoppers headed back to work, mobile reached record highs for Cyber Monday for both traffic and sales.

Some of the fastest trending products for Cyber Monday included Paw Patrol, Oculus Rift, Nexus 9 Tablet, Skullcandy Headphones and Klipsch Speakers.

For Cyber Monday IBM identified the following popular products and the stories behind them:

• Nike Shoes: Watson discovered consumers are flocking to brands that offer “barefoot

running” or “natural running” shoes marketed to help prevent injury. Watson found that Nike shoe owners in particular are talking about Nike’s Free, the Air Max and Flyknit Racing Shoes, which offer color, design and versatility as both athletic and casual footwear.

• Skylanders: Skylanders has helped drive the toys-to-life video game movement, where

physical and virtual worlds merge. According to Watson, excitement around the latest version is less about new characters or vehicles, but the ability to play the game on multiple screens. Ironically, parents are also drawn to the game because many children choose to turn off the screen and play with Skylanders action figures.

• Star Wars Droids: Star Wars mania extends beyond Legos. Watson has identified

growing excitement around the new R2-D2 Astromech Interactive Droid that walks, spins, and turns its head realistically. According to Watson, R2D2 is being hailed by many as the perfect gift for Star Wars fans. Watson has also identified buzz around the pricier BB-8 that responds to human voice-commands and shows and records holographic videos.

• Hoverboard: Hoverboards bring consumers one step closer to the fictional product that

debuted in the 1985 film Back to the Future. Watson finds that conversations around these single-wheeled self-balancing scooters are driven by high-profile celebrities like Wiz Khalifa and Usain Bolt. Called the Razor scooter of the 2010s, Watson finds that Hoverboards are popular amongst tech-lovers and boarders of all ages.

As consumers used the IBM Watson Trend app to pinpoint what products are popular and why, IBM also reported on how consumers shopped online. IBM identified the following trends on Cyber Monday:

• Consumers Cash in on Cyber Monday Deals: The average order value for the mobile

and desktop shopper combined for Cyber Monday was $123.43, down just 0.6 percent from 2014.

• Consumers Balance Mobile and Desktop Shopping: Consumers continued to shop

via their mobile devices—mobile traffic nearly matched that of the desktop, accounting for 47.9 percent of all online traffic, an increase of 16.3 percent over 2014. Mobile sales were also strong, with 27.6 percent of all online sales coming from mobile devices, an increase of 25.7 percent over last year.

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U.S. Retail Online Holiday Shopping Recap Report 2015

• Shoppers Spending on the Go: Smartphone shoppers spent $102.02 per order. With

consumers returning to work, desktop claimed the highest average order value of $128.00, followed closely by tablets at $124.14.

• Smartphones Shopping is Here to Stay: Smartphones remained the Cyber Monday

shopper’s device of choice. Smartphones accounted for 36.8 percent of all online traffic, more than three times that of tablets at 11.1 percent. Smartphones surpassed tablets in sales, driving 15.2 percent of online sales (up nearly 70 percent over 2014) versus tablets at 12.4 percent.

Online Sales 2015 U.S. Retail, 24-hr Real-time Sales

12:00 AM 2:30 AM 5:00 AM 7:30 AM 10:00 AM 12:30 PM 3:00 PM 5:30 PM 8:00 PM 10:30 PM

Time of Day (PST)

Cyber Monday continued to outpace Thanksgiving and Black Friday in online retail sales as shoppers took advantage of bargains into the evening.

Thanksgiving Black Friday Cyber Monday

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U.S. Retail Online Holiday Shopping Recap Report 2015

U.S. Retail

Cyber Monday Sales

vs. Cyber Monday 2014

▲17.76%

Cyber Monday vs. Black Friday 2015 ▲25.51%

Cyber Monday

Cyber Monday

Black Friday

Cyber Monday vs. Transaction Metrics 2015 2015 vs. 2014 2015 Black Friday 2015

Items per Order 3.97 -2.70% 4.08 -2.70%

Average Order Value $123.43 -0.63% $127.84 -3.45%

Conversion Rate 5.37% 4.27% 4.20% 27.86%

New Visitor Conversion Rate 4.39% 6.04% 3.26% 34.66%

Shopping Cart Sessions 17.17% 14.09% 15.36% 11.78%

Shopping Cart Conversion Rate 31.05% -1.80% 27.19% 14.20%

Shopping Cart Abandonment Rate 68.95% 0.83% 72.81% -5.30%

Session Traffic Metrics

Average Session Length 8:39 2.17% 8:44 -0.95%

Bounce (One Page) Rate 30.41% -1.39% 31.26% -2.72%

Browsing Sessions 52.60% 6.59% 50.60% 3.95%

Page Views Per Session 8.71 3.69% 8.76 -0.57%

Product Views Per Session 2.53 4.12% 2.59 -2.32%

Desktop Metrics

Desktop: % of Sales 72.35% -7.23% 63.82% 13.37%

Desktop: % of Site Traffic 51.95% -11.38% 42.66% 21.78%

Desktop: Bounce Rate 27.44% -1.47% 28.16% -2.56%

Desktop: Conversion Rate 7.45% 6.73% 6.34% 17.51%

Desktop: Average Order Value $128.00 -0.19% $134.06 -4.52%

Mobile Metrics

Mobile: % of Sales 27.64% 25.69% 36.16% -23.56%

Mobile: % of Site Traffic 47.94% 16.33% 57.19% -16.17%

Mobile: Bounce Rate 33.63% -4.08% 33.57% 0.18%

Mobile: Conversion Rate 3.56% 9.54% 2.97% 19.87%

Mobile: Average Order Value $110.89 0.15% $121.06 -8.40%

Page 9: Online shopping holiday 2015

U.S. Retail Online Holiday Shopping Recap Report

November and December

Online retail sales for November and December combined increased by 13.6 percent over the same period in 2014. Mobile was made from smartphones and tablets, representing a 36.9 percent increase

While Cyber Monday continues to be the biggest online shopping day of the year,and Black Friday grew at a faster

• Thanksgiving online sales grew by 26 percent with 40 percent of all online sales

generated by mobile devices.

• Black Friday online sales grew by 21.5 percent with 36.2 percent of all online sales generated by mobile devices.

• Cyber Monday online sales grew by 17.8 percent with 27.6 percent of all online sales

generated by mobile devices.

Retailers are offering deals earlier and savvy shoppers are taking advantage of sales before Cyber Monday arrives. As a result, Black Friday is gaining on Cyber Monday. For

• In 2013, Black Friday outpaced Thanksgiving in online sales by 70.6 percent. In 2015,

Black Friday outpaced Thanksgiving by only 52

• Similarly, in 2013, Cyber Monday outpaced Black Friday in online sales by 36.7 percent. In 2015, the difference was 25.5

Clearly, Cyber Monday wins the big prize, however, the margins are narrowing each yearother big shopping days.

U.S. Retail Daily SalesNovember 1st to December 31st 2015

11/1/2015 11/8/2015 11/15/2015 11/22/2015 11/29/2015 12/6/2015 12/13/2015 12/20/2015 12/27/2015

Cyber Monday continues to be the biggest U.S. online shopping

Thanksgiving

U.S. Retail Online Holiday Shopping Recap Report 2015

December

Online retail sales for November and December combined increased by 13.6 percent over the same period in 2014. Mobile was a significant contributor with 31 percent of all purchases being made from smartphones and tablets, representing a 36.9 percent increase

While Cyber Monday continues to be the biggest online shopping day of the year,Friday grew at a faster pace.

Thanksgiving online sales grew by 26 percent with 40 percent of all online sales devices.

Black Friday online sales grew by 21.5 percent with 36.2 percent of all online sales devices.

Cyber Monday online sales grew by 17.8 percent with 27.6 percent of all online sales devices.

Retailers are offering deals earlier and savvy shoppers are taking advantage of sales before Cyber Monday arrives. As a result, Thanksgiving is gaining on Black Friday in online salesBlack Friday is gaining on Cyber Monday. For example:

In 2013, Black Friday outpaced Thanksgiving in online sales by 70.6 percent. In 2015, Black Friday outpaced Thanksgiving by only 52 percent.

Similarly, in 2013, Cyber Monday outpaced Black Friday in online sales by 36.7 percent. In 2015, the difference was 25.5 percent.

Clearly, Cyber Monday wins the big prize, however, the margins are narrowing each year

Sales 2015 2015

11/1/2015 11/8/2015 11/15/2015 11/22/2015 11/29/2015 12/6/2015 12/13/2015 12/20/2015 12/27/2015

Day

Cyber Monday continues to be the biggest U.S. online shopping day of the

Cyber Monday

Black Friday

Thanksgiving

9

Online retail sales for November and December combined increased by 13.6 percent over the a significant contributor with 31 percent of all purchases being

made from smartphones and tablets, representing a 36.9 percent increase year-over-year.

While Cyber Monday continues to be the biggest online shopping day of the year, Thanksgiving

Thanksgiving online sales grew by 26 percent with 40 percent of all online sales

Black Friday online sales grew by 21.5 percent with 36.2 percent of all online sales

Cyber Monday online sales grew by 17.8 percent with 27.6 percent of all online sales

Retailers are offering deals earlier and savvy shoppers are taking advantage of sales before Thanksgiving is gaining on Black Friday in online sales while

In 2013, Black Friday outpaced Thanksgiving in online sales by 70.6 percent. In 2015,

Similarly, in 2013, Cyber Monday outpaced Black Friday in online sales by 36.7 percent. In

Clearly, Cyber Monday wins the big prize, however, the margins are narrowing each year with

11/1/2015 11/8/2015 11/15/2015 11/22/2015 11/29/2015 12/6/2015 12/13/2015 12/20/2015 12/27/2015

day of the year.

Page 10: Online shopping holiday 2015

U.S. Retail Online Holiday Shopping Recap Report

Desktop and mobile

Despite tremendous growth in the use of mobile devices to browse and buy, desktop continued to produce better ecommerce metrics desktops provide the shopper with more information on each page and allows for a more complete view at checkout.

Nonetheless, smartphones and tablets are giving desktop a run for its money with better each year. As traffic and sales increase for mobile devices, desktop decreases correspondingly. Desktop traffic was 47.5 percent of all online traffic for November and December combined compared to 54.8 percent for the same period in 2014. Similarlpercent of all online sales compared to 77.3 percent in

While larger screens produce better metrics in general, consumers are using smartphones as their steady companion to shop anywhere, anytime. This year, smartphonnot only in traffic but also in sales.

Performance by Device/PlatformU.S. Retail, November-December Combined,

% of Traffic

% of Sales

Conversion Rate

Bounce Rate

Average Page Views

Average Order Value

Desktop led in online shopping as consumers took advantage of the larger However, smartphones outpaced tablets not only in traffic but also in sales for the 2015period.

16.40%

1.51%

6.34

$106.60

U.S. Retail Online Holiday Shopping Recap Report 2015

Despite tremendous growth in the use of mobile devices to browse and buy, desktop continued to produce better ecommerce metrics overall. The larger screen real estate of laptops and desktops provide the shopper with more information on each page and allows for a more

Nonetheless, smartphones and tablets are giving desktop a run for its money with better each year. As traffic and sales increase for mobile devices, desktop decreases correspondingly. Desktop traffic was 47.5 percent of all online traffic for November and December combined compared to 54.8 percent for the same period in 2014. Similarly, desktop sales represented 69 percent of all online sales compared to 77.3 percent in 2014.

While larger screens produce better metrics in general, consumers are using smartphones as their steady companion to shop anywhere, anytime. This year, smartphon

sales.

Device/Platform Combined, 2015 Smartphone Tablet Desktop

Desktop led in online shopping as consumers took advantage of the larger However, smartphones outpaced tablets not only in traffic but also in sales for the 2015

40.46% 11.87% 47.47%

14.55% 68.98%

3.70%

39.40% 34.34%

6.34 7.23

$106.60 $131.65

10

Despite tremendous growth in the use of mobile devices to browse and buy, desktop continued overall. The larger screen real estate of laptops and

desktops provide the shopper with more information on each page and allows for a more

Nonetheless, smartphones and tablets are giving desktop a run for its money with better metrics each year. As traffic and sales increase for mobile devices, desktop decreases correspondingly. Desktop traffic was 47.5 percent of all online traffic for November and December combined

y, desktop sales represented 69

While larger screens produce better metrics in general, consumers are using smartphones as their steady companion to shop anywhere, anytime. This year, smartphones outpaced tablets

Desktop led in online shopping as consumers took advantage of the larger screen real estate. However, smartphones outpaced tablets not only in traffic but also in sales for the 2015 holiday

47.47%

4.29%

32.45%

8.05

$134.70

Page 11: Online shopping holiday 2015

U.S. Retail Online Holiday Shopping Recap Report

U.S. Retail Daily Traffic November 1st to December 31st 2015

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

11/1 11/8 11/15

Mobile traffic exceeded that of desktop on weekends, holidays and in the last two weeks of December.

Mobile % of Sales and SiteNovember-December Combined, 2010

60%

50%

40%

30%

20%

10%

0% 2010 2011

Traffic and sales from mobile devices has exploded since 2010 with more traffic being generated from mobile devices than from 2015.

Desktop % of Sales

5.3% 5.2%

10.4%

U.S. Retail Online Holiday Shopping Recap Report 2015

Traffic and Sales: Desktop and Mobile 2015

11/15 11/22 11/29 12/6 12/13

Mobile traffic exceeded that of desktop on weekends, holidays and in the last two weeks of

Mobile % of Sales and Site Traffic 2010-2015

2011 2012 2013 2014

Mobile % of Sales Mobile % of Traffic

Traffic and sales from mobile devices has exploded since 2010 with more traffic being generated from mobile devices than from desktop for November and December combined

Sales Desktop % of Traffic Mobile % of Traffic Mobile % of

22.6%

45.0%

35.8%

21.9% 17.8%

13.6% 10.4%

15.7%

11

12/20 12/27

Mobile traffic exceeded that of desktop on weekends, holidays and in the last two weeks of

2015

Traffic and sales from mobile devices has exploded since 2010 with more traffic being desktop for November and December combined in

Mobile % of Sales

52.4%

31.0%

Page 12: Online shopping holiday 2015

U.S. Retail Online Holiday Shopping Recap Report

40.5%

31.2%

13.4%

Smartphone vs Tablet

Smartphones have been the driver in mobile traffic and sales during the 2015 holiday season. While sales made on tablets have risen slightly, traffic actually decreased introduction of “phablets,” or largethe popularity of using this device type for both browsing and

Smartphone vs. TabletU.S. Retail, November and December 2014

Traffic

50%

40%

30%

20%

10%

0% 2014

Smartphones

For November and December 2015, smartphone percentage sales outpaced tablets while traffic was nearly 3 ½ f times that of

U.S. Retail Daily Sales: Smartphones andNovember 1st to December 31st 2014

30%

25%

20%

15%

10%

5%

0%

11/1/2015 11/8/201511/15/201511/22/201511/29/201512/6/2015

While tablet percentage sales spiked over smartphones became the shopping device of choice throughout the Thanksgiving weekend and the month of December.

U.S. Retail Online Holiday Shopping Recap Report 2015

40.5%

11.9%

Smartphones have been the driver in mobile traffic and sales during the 2015 holiday season. While sales made on tablets have risen slightly, traffic actually decreased introduction of “phablets,” or large-screen smartphones of approximately 6”, has contributed to the popularity of using this device type for both browsing and buying.

Tablet Sales and Traffic Growth 2014-2015.

Sales

25%

20%

15%

10%

5%

0%

2015 2014 Tablets Smartphones

For November and December 2015, smartphone percentage sales outpaced tablets while traffic was nearly 3 ½ f times that of tablets.

U.S. Retail Daily Sales: Smartphones and Tablets 2014

11/1/2015 11/8/201511/15/201511/22/201511/29/201512/6/2015 12/13/201512/20/201512/27/2015

Day

While tablet percentage sales spiked over smartphones on weekends prior to Thanksgiving, smartphones became the shopping device of choice throughout the Thanksgiving weekend and

Smartphones Tablets

16.4%

13.4%

9.1%

12

Smartphones have been the driver in mobile traffic and sales during the 2015 holiday season. While sales made on tablets have risen slightly, traffic actually decreased year-over-year. The

screen smartphones of approximately 6”, has contributed to

2015 Tablets

For November and December 2015, smartphone percentage sales outpaced tablets while traffic

12/13/201512/20/201512/27/2015

smartphones on weekends prior to Thanksgiving, smartphones became the shopping device of choice throughout the Thanksgiving weekend and

16.4% 14.6%

Page 13: Online shopping holiday 2015

U.S. Retail Online Holiday Shopping Recap Report

Mobile Operating Systems

Android and iOS continue to be the most prevalent mobileshopping. iOS continued to outpace Android in such metrics as percentage traffic and sales, conversion rate and average order value. However, Android fared slightly better in bounce rate and average page views.

Performance by MobileU.S. Retail, November-December Combined,

% of Online Site Traffic

% of Online Sales

Conversion Rate

Bounce Rate

Average Page Views

Average Order Value

iOS outpaced Android in many online shopping metrics, however Android had slightlyaverage page views per session in addition to a better bounce

Android vs. iOS YoY November-December Combined,

40%

35%

30%

25%

20%

15%

10%

5%

0% 2014

Android % of Sales

iOS and Android grew at roughly the same pace year

17.6%

4.9%

U.S. Retail Online Holiday Shopping Recap Report 2015

Systems

Android and iOS continue to be the most prevalent mobile operating systems for consumer shopping. iOS continued to outpace Android in such metrics as percentage traffic and sales, conversion rate and average order value. However, Android fared slightly better in bounce rate

e by Mobile OS December Combined, 2015

Android iOS

16.26% 35.85%

7.13% 23.73%

1.76% 2.13%

37.71% 38.46%

6.86 6.41

$99.32 $123.72

iOS outpaced Android in many online shopping metrics, however Android had slightlyaverage page views per session in addition to a better bounce rate.

YoY Sales and Traffic Growth 2014-2015

2014 2015

Sales iOS % of Sales Android % of Traffic iOS % of

iOS and Android grew at roughly the same pace year-over-year in percentage sales and

30.3%

23.7%

35.9%

17.6% 16.3% 14.3%

7.1%

13

operating systems for consumer shopping. iOS continued to outpace Android in such metrics as percentage traffic and sales, conversion rate and average order value. However, Android fared slightly better in bounce rate

iOS outpaced Android in many online shopping metrics, however Android had slightly higher

iOS % of Traffic

year in percentage sales and traffic.

35.9%

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U.S. Retail Online Holiday Shopping Recap Report 2015

Summary

Online holiday sales continued to be strong in 2015.The period of November through December 2015 combined, saw an increase in online sales of 13.6 percent over the same period in 2014. Transactions peaked on Cyber Monday, which continued to be the biggest online shopping day of the season. Online sales for that day grew by 17.8 percent year-over-year.

2015 saw a continued upsurge in mobile traffic and sales, both of which grew in double digits. Smartphones were the driver for this trend. The adoption of larger-screen “phablets” likely influenced the effect, as larger screens tend to have better ecommerce metrics. Smartphones outpaced tablets not only in percentage traffic but also in percentage sales.

For More Information

Stay on top of the latest retail industry intelligence at www.ibm.com/watsontrendhub

@IBMCommerce #WatsonTrend

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U.S. Retail Online Holiday Shopping Recap Report 2015

Transaction Summary Metrics 1. Items Per Order

The average number of items purchased per order 2. Average Order Value

The average value of a submitted order 3. Conversion Rate

The percentage of sessions that resulted in an order 4. New Visitor Conversion Rate

Out of all new visitor sessions, the percentage that completed an order 5. Shopping Cart Session Percentage

The percentage of sessions in which visitors placed at least one item in their shopping carts 6. Shopping Cart Conversion Rate

The percentage of shopping carts that resulted in an order 7. Shopping Cart Abandonment Rate

The percentage of shopping carts that are abandoned without completing the order

Session Traffic Summary Metrics 1. Average Session Length

The average length of time for a visitor session 2. Bounce (One Page) Rate

The percentage of sessions in which visitors only viewed one page before leaving the site 3. Browsing Session Percentage

The percentage of sessions in which visitors viewed at least one product page 4. Page Views Per Session

The average number of pages viewed in a single session 5. Product Views Per Session

The average number of products viewed in a single session

Desktop and Mobile Summary Metrics 1. Percentage of Sales

Out of all online sales, the percentage that was from desktop (or) from mobile devices 2. Percentage of Site Traffic

Out of all sessions, the percentage that was from desktop (or) from mobile devices 3. Bounce Rate

The percentage of sessions from desktop (or) from mobile devices in which visitors only viewed one page before leaving the site

4. Conversion Rate The percentage of sessions from desktop (or) from mobile devices that resulted in an order

5. Average Order Value The average value of orders submitted by desktop (or) by mobile devices

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U.S. Retail Online Holiday Shopping Recap Report 2015

About IBM Watson Trend

IBM Watson Trend expands on the previous IBM Benchmark reporting, the industry’s go-to source for real-time online shopper insights and predictions for a decade. Research is based on aggregated and anonymous data from retail web sites around the globe, analyzing millions of online sessions and transactions a day. IBM Watson cognitive computing analyzes the meaning of natural language from more than 10,000 sources – including social media, blogs, reviews and ratings to add insights on what products are trending and why they are happening. Combining this trend intelligence with our digital analytics creates the industry’s only instant access to shopper insights and foresights about the what, why, and how of holiday shopping.

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U.S. Retail Online Holiday Shopping Recap Report 2015

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Produced in the United States of America January 2016

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