Online and Mobile Sales on Christmas up 10% in 2011

The following article, Christmas Day brings out online and mobile shoppers, was written by Allison Enright, senior editor for InternetRetailer.com.

With most stores closed on Christmas Day, consumers went online in greater numbers than the same day a year ago to shop, according to new data from IBM.

Online sales on Christmas Day increased 16.4% from Christmas Day 2010, according to IBM’s Benchmark survey of 500 major online retailers. Early IBM data for Dec. 26 suggests that online sales yesterday were up 10% from a year ago. IBM did not provide dollar figures for its spending estimates.

Online traffic and sales originating from web-enabled mobile devices such as smartphones and tablet computers increased on Christmas Day compared with the same day a year ago, according to the IBM survey.

The company says 18.3% of all traffic to online retail sites came from a mobile device on Christmas Day, up from 8.4% a year ago. Of that traffic percentage, 7.0% of the traffic to retailers came from consumers using iPad tablet computers, 6.4% from iPhone users and 5.0% from smartphones operating on the Android platform. Overall, consumers using mobile devices accounted for 14.4% of the day’s sales, up from 5.3% on Christmas Day a year ago. IBM did not report the sales breakdown by device.

As of 2 p.m. Central time Dec. 26, mobile devices accounted for 18.7% of all of that day’s traffic to the retail sites included in the IBM Benchmark survey. Consumers using mobile devices accounted for 13.8% of sales. About 89 million mobile users in the U.S. own smartphones, according to a recent GfK/SapientNitro study, which says 30% of smartphone owners say they’ve used a mobile app to search for or purchase a product this holiday season.

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