Mobile’s Influence on Holiday Foreshadows a Huge Mobile 2012

Posted by Cristina Lucero, Research Associate

Traffic from mobile devices accounted for 18.3% of overall Web traffic on Christmas Day according to an IBM survey (up from only 8.4% a year ago).  Of total mobile traffic, 7% came from iPads, 6.4% from iPhones and 5% from Android smartphones.  In terms of Christmas Day online sales, 14.4% came from mobile devices, up from 5.3% on Christmas Day 2010. 

Mobile device activations also shot up on Christmas Day, indicating that many people received tablets and smartphones as gifts this year.  Android and iOS device activations averaged around 1.5 million per day in December versus 6.8 million activations on Christmas Day alone (Flurry).  And of course, new devices need new apps—prior to Christmas day, December app sales were steady around 1.8 million a day, but on Christmas Day, app downloads jumped 125% to 242 million (Flurry):

Flurry graph

Overall holiday mobile trends included:

  • Tablets accounted for 20% of online sales (despite the fact that only 9% of shoppers own tablets) (Forrester)
  • Mobile web traffic increased by 117.8% YoY on Christmas Day and 109% YoY on the day after Christmas (IBM)
  • Mobile shopping decreased after Cyber Monday with the biggest drops on December 5th and December 16th–22nd.  The top ranking mobile sites (on smartphones) this holiday were Sears, Amazon and Dell.  (TechCrunch).
  • eMarketer predicts that mobile commerce will total $11.6 billion in 2012, up from 2011’s projected $6.7 billion

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