2012 IBM Black Friday Cyber Monday Benchmark Results

Posted on November 24, 2012 by Jay Henderson

The results are in! The IBM Digital Analytics Benchmark, which is the industry’s only cloud-based Web analytics platform that tracks more than a million e-commerce transactions a day, tracked online holiday retail sales throughout Thanksgiving and Black Friday. Below, find an infographic which highlights the latest trends as of 12 a.m. PST. To join the conversation, be sure to follow the hashtags #smartercommerce and #smartershopping on Twitter.

Cyber Monday Update
Cyber Monday 2012 has come to an end and oh what a shopping day it was! Online sales soared, reaching a 30 percent increase over 2011 according to the IBM Digital Analytics Benchmark, the industry’s only cloud-based web analytics platform that tracks more than a million e-commerce transactions a day. The Benchmark tracked online holiday retail sales throughout Thanksgiving, Black Friday, and Cyber Monday. Below, please find an infographic which highlights the latest Cyber Monday trends as of 12 a.m. PST. To join the conversation, be sure to follow the hashtags #smartercommerce and #smartershopping on Twitter.

Click to launch the full Black Friday infographic, or here for the Cyber Monday infographic.

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About Jay Henderson

Jay leads product strategy within IBM’s Enterprise Marketing Management group. His team is responsible for market analysis, customer insight, and industry marketing functions. He came to IBM through its acquisition of Unica.

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This entry was posted in Commerce, Smarter Marketing and tagged e-commerce, Smarter Commerce, Smarter Marketing, Web Analytics. Bookmark the permalink.

http://tabletcrunch.com Tablet Crunch

Wow…. the iPad dominates at 88.1% compared to all other tablets. And I’m assuming that when you reference “Kindle”, you are including all Kindle devices? such as the Kindle Fire HD, Kindle Fire, and Kindle e-readers? would that be accurate?
http://tabletcrunch.com Tablet Crunch

equally shocking is that the Nook beat out the Kindle – and assuming that “Kindle” encompasses all Kindle devices such as the Kindle Fire and Kindle e-reader, this is a pretty impressive showing for the Nook.
- Jay Henderson
  
  Your correct, we are collapsing the various models into a single number for both the Kindle (Fire, HD, e-readers, etc) and the Nook (regular, color, etc). Initially, I was surprised about the Nook being number two, but this has been a pretty consistent trend since we started tracking this metric a few weeks ago.
  - http://tabletcrunch.com Tablet Crunch
    
    interesting – I’m going to try to dig up some sales figure comparisons between the Nook and Kindle and see what I can get… surely there aren’t more Nooks out there compared to Kindles and Kindle Fires. And certainly Barnes and Nobles doesn’t have the marketplace – so what would you attribute to the Nook actually being used to generate more ecommerce than the Kindle?
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Robert

The breakdown of mobile devices on the third page is kind of weird: iPhone’s 8.7%, iPad’s 9.8% and Android’s 5.5% do not add up to either 100% or 16.3%. So what do these numbers represent?
- Jay Henderson
  
  Hi Robert,
  Happy to clarify. The numbers you quoted for iPad, iPhone, and Android represent their respective percentage of all online traffic. They do not add up to 100%, as there are other devices that contribute to online traffic – most notably PC’s (desktop and laptops), but also other mobile devices. The percentage of online sales that come from mobile devices was 16.3%, and we do not breakdown this number down by device.
  - http://www.powerrtm.com Teri Thompson
    
    To clarify even further, do these numbers represent sales traffic from these devices, not purchases (sales) of these devices, correct?
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Scott Penberthy

How’d you guys get the feed of 1M transactions? I’m curious how each retailer sent you the data for analysis.
- Gerrard Te Brake
  
  IBM Coremetrics clients that have chosen to capture and analyse Ecommerce data also have the option to ‘opt-in’ to the IBM Coremetrics Benchmark for which they qualify based on vertical/sub vertical/geo etc..Couple this data with the standardised tagging approach where specific ecommerce tags are deployed and there you have the IBM Coremetrics Benchmark! Therefore the 1M transactions are supplied by these ‘opted-in’ clients.
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Lax

I think the reason of Nook out numbering Kindle was the price factor. There were some great deals on Nook but not on Kindle. Nook price factor makes it a great gift item. Is this percentage based on actual numbers or dollars?
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