Cities represented above consist of the top 100 most populous U.S. cities according to data obtained by the U.S. Census Bureau in 2013

22%

iOS vs. Android

Traffic

Sales

AOV $97 Andoid $115 iOS

Facebook Referral vs. Pinterest Referral Metrics

Facebook referrals convert at 1.5 times the rate of Pinterest referrals

12% 29%

4% 17%

Desktop vs. Tablet vs. Smartphones

Traffic Sales AOV

$128

Mobile Shopping Spurs Online Growth

Holiday Online Retail Unwrapped

8.5% increase in U.S.online retail sales over 2013

Average order value

$124

4Items per

order

Average order value per city

$112 New York

$124 Atlanta

$140 Los

Angeles

$135 Washington

DC

$118 Chicago

29%

12%

59% 78%

9% 13%

$122

$100

$123 AOV $98

AOV

48% increase

in transactionalemails versus

2013

46% of emails

opened on mobile devices,

mirroring the industry average

Email Promotions Increase Engagement* Eager to engage holiday shoppers, retailers sent an average of 2.

Emails per day

12.8% Open rate

2.2% Click-through

rate

Retail Categories:Apparel 3%

increase in online sales over 2013

Department Stores

Health & Beauty

Home

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For more information, go to ibm.com/benchmark

Mobile sales reached 27.5 percent of all online sales, an increase of 28.9 percent over 2013

18% increase in online sales over 2013

Mobile sales reached 24.8 percent of all online sales, an increase of 21.3 percent over 2013

4% increase in online sales over 2013

Mobile sales reached 29.5 percent of all online sales, an increase of 27.5 percent over 2013

28% increase in online sales over 2013

Mobile sales reached 20.4 percent of all online sales, an increase of 13.2 percent over 2013

Follow the IBM Digital Analytics Benchmark online retail trends as they unfold at @IBMExpOne and #SmarterCommerce.

Data in this infographic is based on IBM Digital Analytics Benchmark, the only real-time, self-service solution that delivers aggregated and anonymous competitive data for a comprehensive set of key performance indicators, showing how a site performs compared to its industry vertical and sub-vertical peers and competitors.

*Denotes data from Silverpop, an IBM Company. Silverpop is a cloud-based digital marketing provider that offers email marketing and lead management solutions

of online sales came from mobile devices, up 28%

over2013

41% of online traffic came from mobile devices, up 30% over

2013

New York City took the top spot for online sales on BlackFriday. Rounding out the topfive were Washington D.C., Atlanta, Los Angeles, and Chicago.