benchmark 2013 cyber monday

7/21/2019 Benchmark 2013 Cyber Monday

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IBM Digital Analytics Benchmark

Cyber MondayReport 2013


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Cyber Monday Report 2013

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Summary

U.S. shoppers made Cyber Monday the biggest online shopping day in history with a20. percent increase in online sales. Cyber Monday also capped the highest !i"e#dayonline sales period on record $ !rom %hanksgi"ing Day thro&gh Cyber Monday $ whichgrew '.( percent o"er the same period in 20'2.

)etailers and marketers are t&rning to clo&d#based* real#time analytics !rom IBM to&nderstand and act on cons&mer trends in the moment. IBM is &ni+&ely positioned tohelp marketing* e#commerce* merchandising and c&stomer ser"ice leaders b&ild deeperc&stomer relationships across e"ery to&ch in the commerce cycle.

IBM Digital Analytics Benchmark released the !ollowing trends as o! '2,00 a.m. -S%,

Cyber Monday 2013 Compared to Cyber Monday 2012:

Online Sales Set New Record: Cyber Monday online sales grew by 20.percent o"er 20'2. A"erage order "al&e was '2/.* down ' percent year#o"er#year.

Top Fie Cities !or Cyber Sales: 1ew ork took the top spot !or total onlineretail sales on Cyber Monday. )o&nding o&t the top !i"e were 3ashington D.C.*4os Angeles* Chicago and Atlanta.

Mobile S"oppin# Soars, Mobile tra!!ic grew to 5'. percent o! all online tra!!ic*increasing by 6( percent o"er 20'2. Mobile sales were also strong* e7ceeding' percent o! total online sales* an increase o! ((.6 percent year#o"er#year.

Smartp"ones $rowse% Tablets $uy: Smartphones dro"e '8. percent o! allonline tra!!ic compared to tablets at ''.( percent* making it the browsing de"iceo! choice. 3hen it comes to making the sale* tablets dro"e ''. percent o! allonline sales* more than do&ble that o! smartphones* which acco&nted !or (.(percent. 9n a"erage* tablet &sers spent '2.50 per order compared tosmartphone &sers who spent '0.68.

iOS s& 'ndroid, 9n a"erage* i9S &sers spent '20.28 per order* compared to'0.0 per order !or Android. i9S tra!!ic reached 22.6 percent o! all onlinetra!!ic* compared to 8.' percent !or Android. i9S sales reached '6.( percent o!all online sales* compared to 2. percent !or Android.

Retailers ()us"* )romotions to Mobile S"oppers+: 9n a"erage* retailerssent percent more p&sh noti!ications d&ring the !i"e day holiday shoppingperiod $ the alert messages and pop&p noti!ications !rom apps installed on yo&rmobile de"ice $ when compared to daily a"erages o"er the past two months.A"erage daily retail app installations also grew by 28 percent &sing the samecomparison.


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T"e Social ,n!luence - Faceboo. s& )interest: 9n a"erage* holiday shoppersre!erred !rom :acebook spent percent more per order than shoppers re!erred!rom -interest. :acebook a"erage order "al&e was 8./' "ers&s -interesta"erage order "al&e which was 82.60. ;owe"er* :acebook re!errals con"ertedsales at a rate 5/ percent higher than -interest* perhaps indicating strongercon!idence in network recommendations.

Cyber Monday 2013 Compared to $lac. Friday 2013

Cyber Monday Outpaces $lac. Friday, Cyber Monday online sales were &p5'.( percent o"er Black :riday this year* yet cons&mers spent ( percent moreper order on Black :riday "ers&s Cyber Monday. Cyber Monday shoppers spent( percent less per order with an a"erage order "al&e o! '2/. compared with'5(.2 !or Black :riday.

Mobile Sales and Tra!!ic: Mobile sales and tra!!ic decreased between Black:riday and Cyber Monday as shopperswent back to work and school. CyberMonday mobile sales were down 2' percent* and mobile tra!!ic down 20 percent*!rom Black :riday.

S"oppin# Cart Conersion Rate: In order to lock in the best deals* shoppersact&ally p&rchased the items they added to their online shopping carts at a '2.higher rate on Cyber Monday than Black :riday.

S&pporting these o"erall trends* the IBM Digital Analytics Benchmark also reported real#time trends across !o&r o! the hottest retail categories this holiday season,

'. /epartment Stores: Cyber Monday total online sales grew by 0.5 percent o"er20'2* with mobile sales growing (2 percent year#o"er#year. A"erage order "al&e

was ''./5* &p '/. percent year#o"er#year.

2. ealt" and $eauty: Cyber Monday total online sales grew by (.' percent o"er20'2* with mobile sales growing /6 percent year#o"er#year. A"erage order "al&e

was 0.22* an increase o! ./ percent year#o"er#year.

5. ome oods: Cyber Monday total online sales grew by 2.( percent o"er 20'2*with mobile sales growing 60.( percent year#o"er#year. A"erage order "al&e was'/2.'8 an increase o! 8.2 percent year#o"er#year.

& 'pparel: Cyber Monday total online sales grew by 22.( percent o"er 20'2* withmobile sales growing by (/.5 percent year#o"er#year. A"erage order "al&e was'02./5* a decrease o! .8 percent year#o"er#year.


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US Retail

Top Major CitiesTotal Online Retail Sales

Thanksgiving

1. New York, New York

2. Atlanta, Georgia

3. Chicago, Illinois

. !os Angeles, Cali"ornia

#. $ashington, %istrict O" Col&'(i

). %allas, Te*as

+. Newark, New erse-

. /o&ston, Te*as

0. hilaelhia, enns-lvania

14. hoeni*, Ari5ona

Cities represented above consist oaccording to data obtained by the

Top StatesTotal Online Retail Sales

Thanksgiving

1. Cali"ornia

2. New York

3. Te*as

. 6loria

#. Illinois

). enns-lvania+. New erse-

. Georgia

0. Ohio

14. 7ichigan

I87

8lack 6ria- C-(er 7on

1. New York, New York 1. New Yor

2. Atlanta, Georgia 2. $ashing

3. !os Angeles, Cali"ornia 3. !os Ang

. $ashington, %istrict O" Col&'(ia . Chicago,

a #. Chicago, Illinois #. Atlanta,

). Newark, New erse- ). Newark,

+. %allas, Te*as +. hilael

. hilaelhia, enns-lvania . %allas, T

0. /o&ston, Te*as 0. /o&ston,

14. hoeni*, Ari5ona 14. Ta'a,

f the top 100 most populous U.S. citiesU.S. Census Bureau in 2012.

I87

8lack 6ria- C-(er 7on

1. New York 1. New Yor

2. Cali"ornia 2. Cali"orni

3. Te*as 3.Te*as

. 6loria . 6loria

#. Georgia #. enns-l

). New erse- ). New er+. enns-lvania +. Illinois

. Illinois . Georgia

0. Ohio 0. Ohio

14. 7ichigan 14. 9irginia

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igital Anal-tics 8ench'ark

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Illinois

eorgia

New erse-

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US RetailC-(er 7ona-

Transaction Metrics

Ite's er Orer

Average Orer 9al&e

Conversion Metrics

Conversion Rate

New 9isitor Conversion Rate

Shoing Cart Sessions

Shoing Cart Conversion Rate

Shoing Cart A(anon'ent Rate

Session Traffic Metrics

Average Session !ength

8o&nce :One age; Rate

8rowsing Sessions

age 9iews er Session

ro&ct 9iews er Session

Mobile Metrics

7o(ile< = o" Sales

7o(ile< = o" Site Tra""ic

7o(ile< 8o&nce Rate

7o(ile< Conversion Rate

7o(ile< Session !ength

Cyber Monday 2013 Sales Versus:

C-(er 7ona- 2412 20.61%

8lack 6ria- 2413

31.52%Cyber Monday Cyber Monday lac

2013 2013 vs# 2012

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US Retail

Cyber Monday online sales gbiggest online shopping day

While Blac !riday peaed a'() and re#ained steady thr

12:00 AM 2:30 AM 5:00 AM 7:

Cyber Monday 20132?hr Realti'e Sales Chart

12:00 AM 2:30 AM 5:00 AM 7:

$nline Sales 20132?hr Realti'e Sales Chart

ew by 20.6% over 2012 as Cyber Monday cf the year.

d steadily declined" Cyber Monday ra#pedoughout business hours" then picing up in t

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tal Analytics Benchmar

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al Analytics Benchmar


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US Retail

While s#artphones generateaverage on sites" view #ore

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A!erage "r#er $ale

A!erage Page $ie&s

A!erage 'essi(n )ength

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% (, "nline 'ite -ra,,ic

Cyber Monday 201er"or'ance (- %evice T-e

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S%artp&one Table

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'pparelC-(er 7ona-

Transaction Metrics

Ite's er Orer

Average Orer 9al&e

Conversion Metrics

Conversion Rate








8rowsing Sessions



Mobile Metrics

7o(ile< = o" Sales


7o(ile< 8o&nce Rate



Sales


2013 2013 vs# 2012

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#.1= .)=

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1#.3= ?1.40= 1

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(epart%ent StoresC-(er 7ona-

Transaction Metrics

Ite's er Orer

Average Orer 9al&e

Conversion Metrics

Conversion Rate








8rowsing Sessions



Mobile Metrics

7o(ile< = o" Sales


7o(ile< 8o&nce Rate



Sales


2013 2013 vs# 2012

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.= 14.))=

3.+0= 11.4= 3

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20.3#= ?).1= 2

+4.)#= 2.+0= +

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)ealt& and eautyC-(er 7ona-

Transaction Metrics

Ite's er Orer

Average Orer 9al&e

Conversion Metrics

Conversion Rate








8rowsing Sessions



Mobile Metrics

7o(ile< = o" Sales


7o(ile< 8o&nce Rate



Sales


2013 2013 vs# 2012

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0


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)o%eC-(er 7ona-

Transaction Metrics

Ite's er Orer

Average Orer 9al&e

Conversion Metrics

Conversion Rate








8rowsing Sessions



Mobile Metrics

7o(ile< = o" Sales


7o(ile< 8o&nce Rate



Sales

26./5%Cyber Monday Cyber Monday lac

2013 2013 vs# 2012

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2.+1= 2.2)= 1

0.)1= ?.3=

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+


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Transaction Summary Metrics1& ,tems )er Order

%he a"erage n&mber o! items p&rchased per order

2&

'era#e Order alue%he a"erage "al&e o! each order

Conersion Summary Metrics1& Conersion Rate

%he percentage o! sessions in which "isitors completed an order2& New isitor Conersion Rate

9&t o! all new "isitor sessions* the percentage that completed an order3& S"oppin# Cart Session )ercenta#e

%he percentage o! sessions in which "isitors placed at least one item in their shopping carts& S"oppin# Cart Conersion Rate

9&t o! all "isitors who placed items in their shopping carts* the percentage that placed an

act&al order4& S"oppin# Cart 'bandonment Rate

9&t o! all "isitors who placed items in their shopping carts* the percentage that did not placean act&al order

Session Tra!!ic Summary Metrics1& 'era#e Session 5en#t"

%he a"erage length o! time !or a "isitor session2& $ounce 6One )a#e7 Rate

%he percentage o! sessions in which "isitors only "iewed one page be!ore lea"ing the site3& Multi8)a#e Session )ercenta#e

%he percentage o! sessions in which "isitors "iewed more than one page

&

$rowsin# Session )ercenta#e%he percentage o! sessions in which "isitors "iewed at least one prod&ct page

4& )a#e iews )er Session%he a"erage n&mber o! pages "iewed by "isitors per session

9& )roduct iews )er Session%he a"erage n&mber o! prod&cts "iewed by "isitors per session

Mobile Summary Metrics

1& Mobile: )ercenta#e o! SalesOut o! all online sales% t"e percenta#e t"at was !rom a mobile deice

2& Mobile: )ercenta#e o! Site Tra!!ic

Out o! all sessions% t"e percenta#e t"at was !rom a mobile deice

3&

Mobile: $ounce Rate%he percentage o! sessions !rom mobile de"ices in which "isitors only "iewed one pagebe!ore lea"ing the site

& Mobile: Conersion Rate%he percentage o! sessions !rom mobile de"ices in which "isitors completed an order

4& Mobile: 'era#e Session 5en#t"%he a"erage length o! time !or a "isitor session !rom a mobile de"ice


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'bout ,$M /i#ital 'nalytics $enc"mar.

IBM Digital Analytics Benchmark is part o! the clo&d#based IBM Digital Analytics sol&tion andenables &sers to acc&rately meas&re their online marketing res&lts##incl&ding e#commercesales##against that o! their peers. Benchmark is the only real#time* sel!#ser"ice sol&tion thatdeli"ers aggregated and anonymo&s competiti"e data !or key per!ormance indicators* showinghow a site per!orms compared to its ind&stry "ertical and s&b#"ertical peers andcompetitors.


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benchmark 2013 cyber monday

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