Cyber Monday in the UK: Samsung users spend more than iOS


iPhone and iPad users lead the mobile shopping boom this Cyber Monday, but Samsung mobile users spent most per person when shopping online in the UK, according to new research.


The IBM Digital Analytics Benchmark report reveals that on Monday 2 December, dubbed Cyber Monday in the UK, shoppers spent £80 per order, with mobile shopping up a staggering 94%.

Social media continued to play an important part – shoppers referred from Facebook average £44.15 per order versus £59.59 for Pinterest referalls.

However, Facebook referrals converted sales at over two times the rate of Pinterest referrals.

Key findings from the report below:

Online Sales Increased: by 31.6 percent compared to the same Monday in 2012. Average Order Value (AOV) was £81.17, an increase of 1.4 percent over last year. On mobile phones the AOV was £82.24, demonstrating increased consumer confidence in using mobiles for shopping.

Mobile Shopping up 94 percent: Mobile traffic grew to 44.3 percent of all online traffic, an increase of 67 percent over 2012. Sales completed via mobile devices were also strong, growing 94.3 percent year over year, and exceeding 33 percent of total online sales.

Smartphones vs. Tablets : Smartphones drove 23.9 percent of all online traffic versus tablets at 20.3 percent. When it came to making purchases, tablet users drove 20.3 percent of online sales, which was 57 percent higher than that of smartphones users, who drove 12.9 percent.. While AOV on all mobile phones was £82.24, it was £79.86 on tablet devices.

iOS vs Android: iOS traffic generated 31.9 percent of all online traffic and 25.6 percent of all online sales while Android generated 11.38 percent of all online traffic and 7 percent of all online sales. On average, iOS users spent £79,98 per order, compared to £83.85 per order for Android. As the highest contributor to mobile percentage of both traffic and sales on Android, Samsung AOV was £86.20.

Facebook vs. Pinterest: Shoppers referred from Facebook averaged £44.15 per order versus £59.59 per order for Pinterest referrals. However, Facebook referrals converted sales at over two times the rate of Pinterest referrals.

According to Chris Withers, head of Smarter Commerce for retail, Europe, IBM: "In the past, average order value (AOV) has always been higher on Apple devices which retailers have attributed to the higher spending power of iPhone and iPad users. But with Samsung now topping AOV for Cyber Monday in 2013, we can see how Samsung's devices now appeal to a more affluent demographic, whilst the launch of the latest iPhone may be increasing their penetration in the broader consumer market for smartphones and tablets".

The figures come as Amazon reported 4.1m sales were made on its website on Amazon which works out as 47 items a second. Tech firm Postcode Anywhere also said that nearly 6m delivery addresses were captured on its online data platform – a 90 per cent uplift on last year.


The data is based on findings from the cloud-based IBM Digital Analytics Benchmark, part of the cloud-based IBM Digital Analytics solution, and tracks millions of e-commerce transactions, analysing terabytes of raw data from more than 200 participating UK retail web sites.

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 peers and competitors.

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