IBM today released new data from its Digital Analytics Benchmark to capture online shopping trends during the week leading up to Valentine's Day 2014 (Feb. 7 - Feb. 13).
Overall online shopping rose 8 percent during the week before Valentine's Day compared to the same period in 2013. Growth was particularly strong in Gifts (up 20 percent), Apparel (up 17 percent) and Health and Beauty (up 15 percent), and Department Stores (34 percent) compared to last year.
Some of the key drivers of this year's Valentine’s Day shopping rush:
Mobile Traffic and Sales: Mobile traffic accounted for 36.8 percent of all online traffic, up 39.6 percent compared to the same period last year. Mobile sales also remained strong at 17.2 percent of all online sales, up 42.9 percent over 2013.
Smartphones Browse, Tablets Buy: Smartphones drove 23.3 percent of all online traffic compared to tablets at 13.3 percent, making it the browsing device of choice. When it comes to making the sale, tablets drove 11.4 percent of all online sales, twice that of smartphones, which accounted for 5.6 percent. Tablet users also averaged $135.26 per order, versus smartphone users, who averaged $114.00 per order.
iOS vs. Android: As a percentage of total online sales, iOS was more than four times higher than Android, driving 13.6 percent vs. 3.4 percent for Android. On average, iOS users spent $132.28 per order vs. Android users who spent $110.54 per order. iOS also led as a component of overall online traffic with 24.6 percent, nearly twice that of Android users at 11.9 percent.
The Social Influence — Facebook vs. Pinterest: Shoppers referred from Facebook averaged $125.24 per order, versus Pinterest referrals, which drove $147.74 per order. However, Facebook referrals converted sales at 3.5 times the rate of Pinterest referrals, perhaps indicating stronger confidence in network recommendations.
Supporting these overall trends, the IBM Digital Analytics Benchmark also reported trends across four of the hottest retail categories over the pre-Valentine’s Day shopping week:
1. Department Stores: Total online sales grew 34 percent over 2013, with mobile sales growing 45 percent year over year.
2. Gifts: Total online sales grew 19.9 percent over 2013, with mobile sales growing 44.5 percent year over year.
3. Apparel: Total online sales grew 17 percent over 2013, with mobile sales growing 41.4 percent year over year.
4. Health and Beauty: Total online sales grew 15 percent over 2013, with mobile sales growing 67.6 percent year over year.
Read more about consumer behavior.