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Valentine’s online: Mobile traffic up but desktop gets the sales

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Online sales in the run-up to Valentine’s Day 2015 saw an increase of 10.2% year-on-year over 2014.

That’s according to IBM, whose Digital Analytics Benchmark service regularly produces statistics on online holiday retail sales. The company also notes a massive rise of 26.5% in total mobile traffic during the Valentine’s holiday sales rush compared to 2014.

The figures in brief:

  • Mobile Traffic and Sales: Mobile traffic accounted for 46.5% of all online traffic, up 26.5% compared to the same period last year. Mobile sales also remained strong at 23.2% of all online sales, up 35.3% over 2014.
  • Smartphones Browse, Tablets Buy: Smartphones drove 33.7% of all online traffic compared to tablets at 12.4%, making it the browsing device of choice. When it comes to making the sale, tablets drove 12.4% of all online sales while smartphones accounted for 10.7%. Tablet users also averaged $98.56 per order, versus smartphone users, who averaged $92.37 per order.
  • iOS vs. Android: As a percentage of total Valentine’s online sales, iOS was nearly 3 times higher than Android, driving 17.1% vs. 5.9% for Android. On average, iOS users spent $99.92 per order vs. Android users who spent $78.63 per order. iOS also led as a component of overall online traffic with 31.3%, more than 2 times that of Android users at 14.9%.

It’s notable from these figures that consumers seem to prefer to browse products using their cell phones or tablets, but revert to desktop to complete the sale. While mobile and tablet traffic accounted for 46.5% of the total, between them they managed only 23.1% of the sales, with the lion’s share of transactions being completed on desktop.

Image: Achim Hepp