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Clicking away to a record-breaking Cyber Monday

More shoppers, but average spend slipped

New York - U.S. shoppers clicked their way to a record-breaking Cyber Monday yesterday, making it the biggest online shopping day ever.
According to IBM Digital Analytics Benchmark, shoppers tallied a 20.6% increase in online sales, the biggest in history. However, the average order was $128.77, down 1% compared to last year.

Mobile sales were also impressive, exceeding 17% of total online sales, an increase of 55.4%. IBM noted that when it comes to mobile devices, "smartphones browse, tablets buy." Tablets were used for 11.7% of all online sales, more than double smartphone sales of 5.5%. Pricewise, tablet users racked up $126.30 per sale vs. smartphone users, who hit $106.49.
Online traffic surged in the other direction as well. IBM found that on average, retailers sent 77% more push notifications - alert messages and pop-up notifications from apps installed on a mobile device - during the five-day holiday shopping period when compared to daily averages over the past two months.
Among the hottest retail categories this year were department stores, which saw Cyber Monday online sales increase by 70.3% over 2012. Average order value was $161.83, up 18.7% year-over-year.

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