IBM: Mobile Retail Traffic Will More Than Double This Holiday Season

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IBM’s Coremetrics Benchmark is releasing data around holiday shopping trends we can expect over the next few months. Big Blue says that mobile retail traffic will more than double this holiday season.

During this year’s November holiday season, an unprecedented 15 percent of people in the U.S. logging onto a retailer’s web site are expected to do so through a mobile device, says IBM. All online sales in November will experience a growth of 12-15 percent over the same period in 2010.

IBM reports that in October nearly 11 percent of people used a mobile device to log onto a retailer’s site, up from 4.2 percent in October 2010. Additionally, mobile sales continue to increase, reaching a high of 9.6 percent in October 2011, up from 3.4 percent in October 2010.

One of the new trends expected to take place is among Android users. And for the first time, the growing number of Android users will demonstrate similar levels of mobile shopping as iPhone users. These October 2011 numbers show iPhone accounting for 4 percent of mobile traffic and Android 3.5 percent. The iPad will also play a big role in holiday shopping this season. In October, iPad conversion rates reached 6.8 percent as compared to the overall mobile device conversion rate of 3.6 percent.

IBM also says that mobile shoppers will display a laser focus on buying this season that surpasses that of other online shoppers with a 44.2 percent bounce rate on mobile devices versus online shopping rates of 37.3 percent.

Social influence, mainly from Facebook, will also play an increased role in the buying process this holiday season. According to October conversion rates, 9.2 percent of consumers that visited a retail site from a social media site made a purchase. This compares to 5.5 percent of all direct online shopping last year.

All signs point to this holiday season being a big one for mobile shopping.