Mobile, Web Shopping to Break Records This Holiday, Says IBM
E-commerce marketers rejoice, for IBM predicts mobile and Web-based shopping will result in a record-breaking 15 percent increase in sales from Thanksgiving to Cyber Monday.
On Nov. 5, Big Blue released its Holiday 2014 benchmarks in an announcement titled "IBM Predicts Record Mobile Holiday Shopping as Consumers Browse and Buy on the Go."
IBM names the four-pronged approach to the season:
- Mobile is the New Thanksgiving Tradition: The day the turkey emerges from the oven, about 53 percent of online shopping will commence from a mobile device, "up 23 percent year-over-year," IBM says. More than one on four of the Thanksgiving Day shoppers will buy via mobile (28 percent), rising more than 9 percent YOY.
- More Digital Coupons, Greater Savings for Consumers: Now consumers know what they're doing with digital coupons, so IBM says "consumers will spend on average $123.28 per online order over the five-day holiday period, a decrease of 2.9 percent over 2013. At the same time, the average number of items included in those purchases will be 4.4 items per order, an increase of 17 percent year-over-year."
- Marketers Give the Gift of Less Spam: "IBM predicts clickthrough rates for emails sent during the five-day shopping period will be 10 percent higher than the same period last year, thanks to data-driven insight which allows marketers to reduce the amount of unwanted email," writes IBM, adding that Cyber Monday will see the largest email volume. The company adds 35 percent of all CTRs will occur on a mobile device.
- Smartphones Browse, Tablets Buy: Size matters for conversion, so smartphone users will account for 29 percent and tablet swipers for 15 percent of all Web traffic, but the inverse will be true for buying. "IBM predicts tablets will account for twice as many mobile purchases than smartphones thanks to the larger screen size," according to the announcement.
Will marketers optimize sites based on these predictions?