Report 2013 1
2 Summary US Holiday shoppers once again shopped online early for the best deals with Thanksgiving Day online sales increasing by 19.7 percent over 2012. This momentum set the stage for a record, with online sales growing 18.9 percent over the same period last year. The biggest surge came from Mobile sales increasing to 25.8 percent of total online sales for Thanksgiving and 21.8 percent for as consumers went from the dinner table to their tablets to lock in the best offers. In addition, IBM reported that New York City consumers led the way in online sales followed by Atlanta and Los Angeles. Delivered by the, this year s holiday report tracked millions of transactions and terabytes of data from approximately 800 U.S. retail websites. By leveraging cloud based analytics, IBM is uniquely positioned to give retailers and marketers unmatched insight into real time consumer shopping trends. released the following trends as of 12:00 a.m. PST: Online Sales Set New Record: Thanksgiving Day online sales grew by 19.7 percent year over year followed by, with sales increasing 19 percent over 2012. Average order value for was $135.27, up 2.2 percent year over year. Top Five Cities for Online Shopping: New York City took the top spot for online sales on. Rounding out the top five were Atlanta, Los Angeles, Washington, D.C. and Chicago. Mobile Shopping Soars: Mobile traffic grew to 39.7 percent of all online traffic, increasing by 34 percent over 2012. Mobile sales were also strong, reaching 21.8 percent of total online sales, an increase of nearly 43 percent yearover year. Smartphones Browse, Tablets Buy: Smartphones drove 24.9 percent of all online traffic on compared to tablets at 14.2 percent, making it the browsing device of choice. Tablets drove 14.4 percent of all online sales, double that of smartphones, which accounted for 7.2 percent of all online sales. Tablet users also averaged 15 percent more per order than smartphone users, spending on average $132.75 versus $115.63 for smartphone users. ios vs. Android: On average, ios users spent $127.92 per order, compared to $105.20 per order for Android on. ios traffic reached 28.2 percent of all online traffic, compared to 11.4 percent for Android. ios sales reached 18.1 percent of all online sales, compared to 3.5 percent for Android.
3 Retailers Push Promotions to Mobile Shoppers: On average, retailers sent 37 percent more push notifications during the two day period of Thanksgiving Day and the alert messages and popup notifications from apps installed on your mobile device when compared to daily averages over the past two months. Average daily retail app installations also grew by 23 percent using the same comparison. Retailers sent more notifications on Thanksgiving Day than. The Social Influence Facebook vs. Pinterest: On average, holiday shoppers referred from Pinterest on spent 77 percent more per order than shoppers referred from Facebook. Facebook average order value was $52.30 versus Pinterest average order value which was $92.51. However, Facebook referrals converted sales at nearly four times the rate of Pinterest. Supporting these overall trends, the also reported realtime trends across four of the hottest retail categories this holiday season: 1. Department Stores: total online sales grew by 61.4 percent over 2012, with mobile percentage of sales growing by 46.4 percent. Average order value was $146.84, an increase of 15 percent year over year. 2. Health and Beauty: total online sales grew by 28 percent over 2012, with mobile percentage of sales growing by 65 percent. Average order value was $66.31, an increase of 3.2 percent year over year. 3. Home Goods: total online sales grew by 16.8 percent over 2012, with mobile percentage of sales growing by 24 percent. Average order value was $207.80, an increase of 15 percent year over year. 4. Apparel: total online sales grew by 50.4 percent over 2012, with mobile percentage of sales growing by 43 percent. Average order value was $123.31, an increase of 3.5 percent year over year.
4 US Retail Top Major Cities Total Online Retail Sales Thanksgiving 2013 1. New York, New York 2. Atlanta, Georgia 3. Chicago, Illinois 4. Los Angeles, California 5. Washington, District Of Columbia 6. Dallas, Texas 7. Newark, New Jersey 8. Houston, Texas 9. Philadelphia, Pennsylvania 10. Phoenix, Arizona 2013 1. New York, New York 2. Atlanta, Georgia ` 3. Los Angeles, California 4. Washington, District Of Columbia 5. Washington, District Of Columbia 5. Chicago, Illinois 6. Newark, New Jersey 7. Dallas, Texas 8. Philadelphia, Pennsylvania 9. Houston, Texas 10. Phoenix, Arizona Cities represented above consist of the top 100 most populous U.S. cities according to data obtained by the U.S. Census Bureau in 2012. Top States Total Online Retail Sales Thanksgiving 2013 1. California 2. New York 3. Texas 4. Florida 5. Illinois 6. Pennsylvania 7. New Jersey 8. Georgia 9. Ohio 10. Michigan 2013 1. New York 2. California 3. Texas 4. Florida 5. Georgia 6. New Jersey 7. Pennsylvania 8. Illinois 9. Ohio 10. Michigan
5 US Retail Transaction Metrics Items per Order Average Order Value Conversion Metrics Conversion Rate New Visitor Conversion Rate Shopping Cart Sessions Shopping Cart Conversion Rate Shopping Cart Abandonment Rate Session Traffic Metrics Average Session Length Bounce (One Page) Rate Browsing Sessions Page Views Per Session Product Views Per Session Mobile Metrics Mobile: % of Sales Mobile: % of Site Traffic Mobile: Bounce Rate Mobile: Conversion Rate Mobile: Session Length 2013 Sales Versus: 2012 18.86% Thanksgiving 2013 70.62% Thanksgiving 2013 2013 vs. 2012 2013 vs. Thanksgiving 3.84 2.67% 3.70 3.78% $135.27 2.23% $127.59 6.02% 3.87% -0.51% 3.16% 22.47% 3.07% -0.97% 2.41% 27.39% 12.15% 0.58% 11.09% 9.56% 28.94% -9.76% 25.51% 13.45% 71.06% 4.61% 74.49% -4.60% 8:58 1.13% 8:36 4.26% 30.50% 11.89% 31.66% -3.66% 47.38% 0.51% 45.78% 3.49% 8.18-10.50% 7.87 3.94% 2.35-8.91% 2.26 3.98% 21.77% 42.85% 25.79% -15.59% 39.70% 34.12% 42.57% -6.74% 34.96% 5.97% 35.34% -1.08% 2.47% 7.39% 2.20% 12.27% 5:39 4.95% 5:26 3.99%
6 US Retail Thanksgiving Day 2013 24-hr Realtime Sales Chart Sales peaked at7:25 PM 2011 2012 2013 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 sales saw a dramatic spike starting at 5:00 PM PST as stores began early promotions. 2013 online sales grew 19.7% over 2012. 2013 24-hr Realtime Sales Chart Sales peaked at 9:05 AM 2011 2012 2013 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 sales for peaked at 9:05 AM PST with sales increasing 18.9% over 2012.
7 US Retail Online Sales 2013 24-hr Realtime Sales Chart Thanksgiving 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) While Thanksgiving continues its growth year over year, still delivers considerably higher sales. Performance by Device Type Smartphone Tablet % of Online Site Traffic 24.9% 14.2% % of Online Sales 7.2% 14.4% Conversion Rate 1.4% 4.25% Average Session Length 4:36 7:29 Average Page Views 6.0 8.4 Average Order Value $115.63 $132.75 While smartphones generate more online traffic, shoppers spend more time and money on average on sites, view more pages per session and convert o sales at a higher rate on tablets.
8 Apparel Transaction Metrics Items per Order Average Order Value Conversion Metrics Conversion Rate New Visitor Conversion Rate Shopping Cart Sessions Shopping Cart Conversion Rate Shopping Cart Abandonment Rate Session Traffic Metrics Average Session Length Bounce (One Page) Rate Browsing Sessions Page Views Per Session Product Views Per Session Mobile Metrics Mobile: % of Sales Mobile: % of Site Traffic Mobile: Bounce Rate Mobile: Conversion Rate Mobile: Session Length Sales 50.35% Thanksgiving 2013 2013 vs. 2012 2013 vs. Thanksgiving 4.26 5.71% 4.23 0.71% $123.31 3.53% $115.01 7.22% 4.15% 18.91% 2.89% 43.60% 3.65% 25.00% 2.51% 45.42% 13.98% 8.37% 11.68% 19.69% 19.65% -26.90% 14.03% 40.06% 80.35% 9.89% 85.97% -6.54% 10:40 30.88% 9:59 6.84% 27.99% 0.94% 29.73% -5.85% 45.62% 4.95% 42.42% 7.54% 9.63 2.67% 8.83 9.06% 3.39-7.38% 3.09 9.71% 26.97% 43.00% 30.52% -11.63% 39.00% 33.47% 39.75% -1.89% 30.79% 4.13% 32.56% -5.44% 2.99% 25.63% 2.39% 25.10% 7:09 38.39% 6:40 7.25%
9 Department Stores Transaction Metrics Items per Order Average Order Value Conversion Metrics Conversion Rate New Visitor Conversion Rate Shopping Cart Sessions Shopping Cart Conversion Rate Shopping Cart Abandonment Rate Session Traffic Metrics Average Session Length Bounce (One Page) Rate Browsing Sessions Page Views Per Session Product Views Per Session Mobile Metrics Mobile: % of Sales Mobile: % of Site Traffic Mobile: Bounce Rate Mobile: Conversion Rate Mobile: Session Length Sales 61.37% Thanksgiving 2013 2013 vs. 2012 2013 vs. Thanksgiving 3.56-4.04% 4.07-12.53% $146.84 14.93% $142.90 2.76% 4.02% -6.07% 3.36% 19.64% 3.41% -2.85% 2.52% 35.32% 14.59% 2.31% 13.67% 6.73% 26.35% -11.52% 23.08% 14.17% 73.65% 4.88% 76.92% -4.25% 10:04-5.48% 10:16-1.95% 24.49% 14.98% 25.70% -4.71% 50.86% 6.94% 46.98% 8.26% 9.84-17.45% 10.03-1.89% 2.79-7.00% 2.86-2.45% 24.01% 46.40% 27.28% -11.99% 42.88% 41.33% 46.47% -7.73% 30.90% 12.49% 30.58% 1.05% 2.24% 2.28% 2.03% 10.34% 6:36-4.58% 6:31 1.28%
10 Health and Beauty Transaction Metrics Items per Order Average Order Value Conversion Metrics Conversion Rate New Visitor Conversion Rate Shopping Cart Sessions Shopping Cart Conversion Rate Shopping Cart Abandonment Rate Session Traffic Metrics Average Session Length Bounce (One Page) Rate Browsing Sessions Page Views Per Session Product Views Per Session Mobile Metrics Mobile: % of Sales Mobile: % of Site Traffic Mobile: Bounce Rate Mobile: Conversion Rate Mobile: Session Length Sales 28.00% Thanksgiving 2013 2013 vs. 2012 2013 vs. Thanksgiving 7.59-12.96% 7.59 0.00% $66.31 3.17% $68.65-3.41% 5.68% -16.72% 4.06% 39.90% 5.05% -10.78% 3.42% 47.66% 18.54% -12.63% 14.72% 25.95% 30.58% -4.82% 27.55% 11.00% 69.42% 2.28% 72.45% -4.18% 8:06-4.33% 7:16 11.47% 33.96% 15.27% 35.65% -4.74% 49.94% 12.91% 48.09% 3.85% 8.38-13.52% 7.42 12.94% 1.61-9.55% 1.44 11.81% 29.16% 65.21% 30.38% -4.02% 47.71% 41.36% 47.35% 0.76% 40.54% 6.80% 41.95% -3.36% 3.73% -1.58% 2.77% 34.66% 4:27-1.84% 3:55 13.62%
11 Home Transaction Metrics Items per Order Average Order Value Conversion Metrics Conversion Rate New Visitor Conversion Rate Shopping Cart Sessions Shopping Cart Conversion Rate Shopping Cart Abandonment Rate Session Traffic Metrics Average Session Length Bounce (One Page) Rate Browsing Sessions Page Views Per Session Product Views Per Session Mobile Metrics Mobile: % of Sales Mobile: % of Site Traffic Mobile: Bounce Rate Mobile: Conversion Rate Mobile: Session Length Sales 16.79% Thanksgiving 2013 2013 vs. 2012 2013 vs. Thanksgiving 3.28-1.20% 3.33-1.50% $207.80 14.99% $148.35 40.07% 2.78% -10.90% 3.59% -22.56% 1.99% -15.68% 2.71% -26.57% 8.00% -14.80% 10.02% -20.16% 34.67% 4.84% 35.74% -2.99% 65.33% -2.39% 64.26% 1.67% 7:50-9.44% 7:06 10.33% 30.27% 9.00% 29.83% 1.48% 44.60% -5.73% 47.18% -5.47% 6.35-7.70% 6.41-0.94% 1.84-10.68% 1.90-3.16% 19.10% 23.87% 29.42% -35.08% 38.67% 25.27% 47.31% -18.26% 33.48% 6.15% 33.79% -0.92% 2.09% 2.45% 2.52% -17.06% 4:39-2.79% 4:38 0.36%
12 Transaction Summary Metrics 1. Items Per Order The average number of items purchased per order 2. Average Order Value The average value of each order Conversion Summary Metrics 1. Conversion Rate The percentage of sessions in which visitors completed an order 2. New Visitor Conversion Rate Out of all new visitor sessions, the percentage that completed an order 3. Shopping Cart Session Percentage The percentage of sessions in which visitors placed at least one item in their shopping carts 4. Shopping Cart Conversion Rate Out of all visitors who placed items in their shopping carts, the percentage that placed an actual order 5. Shopping Cart Abandonment Rate Out of all visitors who placed items in their shopping carts, the percentage that did not place an actual 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. Multi Page Session Percentage The percentage of sessions in which visitors viewed more than one page 4. Browsing Session Percentage The percentage of sessions in which visitors viewed at least one product page 5. Page Views Per Session The average number of pages viewed by visitors per session 6. Product Views Per Session The average number of products viewed by visitors per session Mobile Summary Metrics 1. Mobile: Percentage of Sales Out of all online sales, the percentage that was from a mobile device 2. Mobile: Percentage of Site Traffic Out of all sessions, the percentage that was from a mobile device 3. Mobile: Bounce Rate The percentage of sessions from mobile devices in which visitors only viewed one page before leaving the site 4. Mobile: Conversion Rate The percentage of sessions from mobile devices in which visitors completed an order 5. Mobile: Average Session Length The average length of time for a visitor session from a mobile device
13 About is part of the cloud based IBM Digital Analytics solution and enables users to accurately measure their online marketing results including e commerce sales against that of their peers. Benchmark is the only real time, self service solution that delivers aggregated and anonymous competitive data for key performance indicators, showing how a site performs compared to its industry vertical and sub vertical peers and competitors. Key performance indicators span traffic, engagement, channels, sales and conversion metrics including mobile, social and more. About IBM Enterprise Marketing Management The IBM Enterprise Marketing Management (EMM) Suite is an end to end, integrated set of capabilities designed exclusively for the needs of marketing organizations. Integrating and streamlining all aspects of marketing, IBM s EMM Suite empowers organizations and individuals to turn their passion for marketing into valuable customer relationships and more profitable, efficient, timely, and measurable business outcomes. Delivered on premises or in the Cloud, the IBM EMM Suite of software solutions gives marketers the tools and insight they need to create individual customer value at every touch. The IBM EMM Suite helps marketers to understand customer wants and needs and leverage that understanding to engage buyers in highly relevant, interactive dialogs across digital, social, and traditional marketing channels. About IBM Smarter Commerce IBM Smarter Commerce puts the customer at the center of your business by viewing the brand experience through your customer s eyes. At the same time, it optimizes within and across all brand touchpoints to create a deeper brand relationship with your customer while improving operational excellence for you. It leverages heightened customer insight and automated execution to enable you to consistently deliver personalized, highly relevant, seamless customer engagement to increase satisfaction, loyalty, and brand advocacy and improve asset utilization to drive profitable growth. For More Information To learn more about, please contact your IBM marketing representative or IBM Business Partner or visit the following website: http://www 01.ibm.com/software/marketing solutions/benchmark/
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