Download - 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
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a #. Chicago, Illinois #. Atlanta,
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f the top 100 most populous U.S. citiesU.S. Census Bureau in 2012.
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3. Te*as 3.Te*as
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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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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.
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While s#artphones generateaverage on sites" view #ore
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'pparelC-(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
Sales
22.51%Cyber Monday Cyber Monday lac
2013 2013 vs# 2012
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(epart%ent StoresC-(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
Sales
70.30%Cyber Monday Cyber Monday lac
2013 2013 vs# 2012
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)ealt& and eautyC-(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
Sales
65.0%Cyber Monday Cyber Monday lac
2013 2013 vs# 2012
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)o%eC-(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
Sales
26./5%Cyber Monday Cyber Monday lac
2013 2013 vs# 2012
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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<s##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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Produced in the United States of AmericaDecember 2013
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