ARMONK, N.Y. –
Mobile devices are playing an increasingly important role in online sales.
According to IBM’s Smarter Commerce service, nearly 11 percent of shoppers used a mobile device to visit e-tail sites on Cyber Monday, up from 3.9 percent in 2010. This helped spur a 187 percent increase in mobile channel share, to 6.6 percent of all Cyber Monday purchases.
The move to mobile was also evidenced by eBay, which reported a 397 percent increase in the number of customers shopping through PayPal Mobile on Cyber Monday.
IBM, in its fourth annual Cyber Monday Benchmark report, cited Apple’s iPhone and iPad as the two top devices for mobile traffic on Monday, together accounting for 7.4 percent of all online visits vs. 3.2 percent for all Android devices.
But when it came to mobile purchases, iPad was the No. 1 platform of choice, with conversion rates reaching 5.2 percent, compared with 4.6 percent for all other devices, IBM said.
Still, total mobile sales were higher on Black Friday (9.8 percent of all web purchases) than Cyber Monday (6.6 percent), as was mobile traffic (14.3 percent vs. 10.8 percent).