IBM (NYSE: IBM) today reported record online and mobile shopping during Thanksgiving and Black Friday based on consumer transaction data analyzed in real-time by the IBM Digital Analytics Benchmark. The data-driven insight gives retailers and marketers more than 370 performance indicators to benchmark themselves against industry peers to drive more targeted customer engagements.
For the first time, online traffic from mobile devices outpaced traditional PCs on Thanksgiving Day. As IBM predicted within one percent of accuracy, Thanksgiving Day reached a new mobile tipping point with browsing on smartphones and tablets accounting for 52.1 percent of all online traffic. Overall Thanksgiving online sales were up 14.3 percent compared to 2013.
The mobile momentum carried into Black Friday, which saw a surge in both online and mobile shopping as consumers brought their devices into the store to comparison shop. Overall Black Friday online sales were up 9.5 percent year-over-year with mobile devices accounting for one-in-four of all online purchases. New York City also retained its title as the top U.S. city for Black Friday online shopping.
“Mobile has become the new Thanksgiving tradition as consumers find the best deals with their fingers as well as their feet,” said Jay Henderson, Director, IBM Smarter Commerce. “We saw retailers harness the power of data to engage shoppers, identifying the unique preferences of their customers while quickly capitalizing on online, mobile or in-store trends as they emerged.”