Boxing Day web traffic highlights dominance of mobile

Industry News By Rhys Little, 2nd January 2014

New figures suggest that smartphones and tablets are the preferred devices among online shoppers in Britain, with the majority of traffic on Boxing Day coming via these sources.

According to IBM’s Digital Analytics Benchmark, mobile devices helped retailers record a 40.4 per cent rise in ecommerce sales on December 26 compared with the same day in 2012. says mobile devices accounted for 58 per cent of all web traffic, an increase of 42 per cent compared to last year, while the number of sales completed on mobile devices also grew.

Recent reports have indicated that online shoppers still have their reservations about purchasing goods via their smart devices, with many worried about the supposed security issues involved, but IBM’s figures showed this group is very much in the minority.

Online sales through mobile devices grew 63 per cent year on year over Boxing Day 2013, rising to account for 45 per cent all online sales.

The study found that tablets were the preferred device for purchasing, while smartphones were better for browsing.

James Lovell, smarter commerce retail solutions consultant at IBM’s European arm, highlighted that 2013 marked the first time that traffic on mobile devices has outstripped that achieved by 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

He said retailers will now have to figure out ways of maximising the effectiveness of tablets and smartphones to help augment the in-store customer experience.