Dive Brief:

• Cyber Monday online sales rose 8.1% from last year, according to IBM’s Digital Analytics Benchmark, reporting at 6 p.m. Monday evening.

• Mobile traffic and sales on Cyber Monday were significantly up, as they were all weekend, with mobile sales up 30.1% since last year and accounting for 20.4% of all online sales. Mobile traffic was up 30.3% and accounted for 38.3% of all online traffic. Apple iOS users outpaced Android users in order value, traffic, and sales.

• The average order value on mobile according to IBM was $131.66, not much of a change from 2013, while the average order value on desktops rose 16.8% from $116.96 in 2013 to $136.60. Indeed, desktops still ruled the day, with 61.6% of Cyber Monday traffic online and 79.6% of online sales.

Dive Insight:

More consumers than ever are on their smartphones to shop and to buy, as these numbers show. They also show, considering that flat average order compared to last year, that consumers are likely using their phones to get the best deals by showrooming, webrooming, and leveraging loyalty programs and coupons. 

With consumers employing cross-channel technology, retailers should make sure they are providing a seamless experience across their websites, mobile apps, and in-store technology.