Cyber Monday Online Shopping Reaches All Time High Increasing 30 Percent over 2011, Reports IBM

Cyber Monday Online Shopping Reaches All Time High Increasing 30 Percent over
                              2011, Reports IBM

Mobile Shopping Rises 70 Percent Over Previous Year

PR Newswire

ARMONK, N.Y., Nov. 27, 2012

ARMONK, N.Y., Nov. 27, 2012 /PRNewswire/ --Holiday shoppers turned Cyber
Monday into the biggest spending day ever  with online sales growing 30.3
percent over the same period last year, according to cloud-based analytics
findings by IBM (NYSE: IBM).

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With an increase in online sales across multiple channels, the digital
consumer took center stage. Retailers, marketing departments and chief
marketing officers (CMO) delivered a consistent customer experience across
multiple channels from mobile devices, to online and to the show floor leading
to the record shopping day.

As part of  IBM's Smarter Commerce initiative, the IBM Digital Analytics
Benchmark revealed the following trends as of 12:00 am PST:

Cyber Monday 2012 Compared to Cyber Monday 2011:

  oConsumer Spending Increases: Online sales increased 30.3 percent over
  oShopping Peaks at 11:25 am EST: Consumers flocked online, with shopping
    momentum hitting its highest peak at 11:25 am EST. As in 2011, consumer
    shopping also maintained strong momentum after commuting hours on both the
    east and west coast.
  oMobile Shopping  and Mobile Traffic Increase: On Cyber Monday more than 18
    percent of consumers used a mobile device to visit a retailer's site, an
    increase of more than 70 percent over 2011. Mobile sales reached close to
    13 percent, an increase of more than 96 percent over 2011.
  oThe iPad Factor: The iPad continued to generate more traffic than any
    other tablet or smartphone, driving more than 7 percent of online
    shopping. This was followed by iPhone at 6.9 percent and Android 4.5
    percent. The iPad also continued to dominate tablet traffic reaching a
    holiday high of 90.5 percent. Amazon Kindle leapt into second at 2.6
    percent followed by the Samsung Galaxy at 2 percent and the Barnes and
    Noble Nook at 0.6 percent.
  oMultiscreen Shopping: Consumers shopped in store, online and on mobile
    devices simultaneously to get the best bargains. Overall 58.1 percent of
    consumers used smartphones compared to 41.9 percent who used tablets to
    surf for bargains on Cyber Monday.
  oThe Savvy Shopper: While consumers continued to spend more, they once
    again shopped with greater frequency to take advantage of retailer deals
    as well as free shipping.This led to a drop in average order value by 6.6
    percent to $185.12. However, the average number of items per order
    increased 14.1 percent to 8.34 compared to Black Friday.
  oSocial Sales: Shoppers referred from Social Networks such as Facebook,
    Twitter, LinkedIn and YouTube generated 0.41 percent of all online sales
    on Cyber Monday, a decrease of more than 26 percent from 2011.

Cyber Monday 2012 Compared to Black Friday 2012

  oConsumer Spending Increases: Online sales were up more than 36 percent
    over Black Friday.
  oMobile Sales and Traffic: As expected mobile sales decreased as consumers 
    went back to work and conducted more of their shopping from their PC. On
    Cyber Monday both mobile traffic and sales were down more than 20 percent
    from Black Friday.
  oSocial Sales: Shoppers referred from Social Networks such as Facebook,
    Twitter, LinkedIn and YouTube grew by more than 20 percent over Black
    Friday to reach .41 percent.
  oSocial Media Sentiment Index: Shoppers' positive consumer sentiment on
    promotions, product availability and convenience all grew over Black
    Friday. Positive sentiment around retailers themselves also maintained its
    overall three to one ratio.

"Cyber Monday was not only the pinnacle of the Thanksgiving shopping weekend
but when the cash register closed it officially became  the biggest online
shopping day ever," said Jay Henderson, Strategy Director, IBM Smarter
Commerce. "Retailers that adopted a smarter marketing  approach to commerce
were able to adjust to the shifting shopping habits of their customers,
whether in-store, online or via their mobile device of choice, and fully
benefit from this day and the entire holiday weekend."

Cyber Monday sales growth was led by several industries which include:

  oDepartment stores continued to offer compelling deals and promotions that
    drove sales to grow by 43.1 percent over Cyber Monday 2011.
  oHealth and Beauty sales increased 25.1 percent year over year with
    consumers once again choosing to pamper themselves this holiday.
  oHome goods maintained its momentum  this year,  reporting a 26.8 percent
    increase in sales from Cyber Monday 2011.
  oApparel sales were also strong this holiday with Cyber Monday numbers
    showing an increase of 25.3 percent over 2011.

Today's news is based on findings from the IBM Digital Analytics Benchmark,
the industry's only cloud-based Web analytics platform that tracks more than a
million e-commerce transactions a day, analyzing terabytes of raw data from
500 retailers nationwide.

Analysis of public social media content came from the IBM Social Sentiment
Index, an advanced analytics and natural language processing tool that
analyzes large volumes of social media data to assess public opinions. With
this data IBM helps chief marketing officers (CMOs) better understand and
respond to the needs of each individual customer, improving sourcing,
inventory management, marketing, sales and services programs.

More information on Smarter Commerce can be found at

IBM Digital Analytics Benchmark Video:

IBM Cyber Monday InfoGraphic:

To join the conversation, follow hashtags #smartershopping, #smartercommerce
and #ibmretail on Twitter.


1. Complete IBM 2012 Cyber Monday Benchmark Report (pdf)
2. Press FAQ

Media Contacts:

Doug Fraim
IBM Media Relations
(617) 501-6376


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