Mobile Drives Nearly 50% Of Christmas Day Traffic

Mobile accounted for 48 percent of all online traffic on Christmas Day, a figure that was up 28.3 percent from 2012 and marked a new high for the nascent channel, IBM reported on December 26.

The study found that mobile sales were strong during this period, capturing 29 percent of all online sales completed during the holiday. This statistic was up 40 percent from 2012.

IBM found that tablets were the primary driver of sales, but that smartphones were the preferred tool for browsing. Smartphones drove 28.5 percent of all online traffic, but tablets were responsible for 19.4 percent of sales. Smartphones accounted for just 9.3 percent of online sales.

Facebook was found to drive the most referrals to retailers. However, Pinterest users spent more on average, at $86.83 per order. The average Facebook order was $72.01.

For more holiday shopping statistics from IBM, click here for the full report summary.