Published: 6th Jan 2014
Significantly more people shopped online on Boxing Day 2013 compared to the year before.
This is according to figures from IBM, which show internet sales were up 40.4 per cent compared to the same day in 2012.
The organisation found a growing number of online sales are being made through mobile devices, but consumers are using smartphones and tablets in different ways. It said the former is mainly for browsing, with actual sales then being made on tablets.
IBM found purchases completed through mobile devices accounted for more than 45 per cent of total online sales - an increase of 63 per cent on the year before. Meanwhile, mobile traffic represented 58 per cent of the total - up from 42 per cent in 2012.
Traffic was split evenly between smartphones and tablets, with the devices accounting for 29.9 per cent and 28 per cent respectively. However, tablets were responsible 29.4 per cent of online sales, which is almost double the 15.8 per cent made through smartphones. Average order value on tablets was £83.55, while on all mobile phones it was £78.06.
James Lovell, IBM's smarter commerce retail solutions consultant for Europe, stated: "This is the first time that traffic on mobile devices has outstripped the PC.
"Mobile has rapidly become the dominant channel and now retailers really need to look at the role that each device is going to play within the overall customer journey and decision making process," he added.
IBM's figures are further evidence of the growing popularity of online retail, with more people choosing to shop over the internet due to the ease and convenience it provides. However, to do so requires a reliable broadband connection - something many people in the UK are currently lacking.
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