With the holiday season over it’s time for the postmortems. And while comScore has yet to release its final retail e-commerce tally, IBM has revealed some data from its Digital Analytics Benchmark. The results appear to lend further weight to the concept of smartphones being used for research, and tablets for purchases: while smartphones far surpassed tablets in online shopping traffic share (21.3% vs. 12.8%) during the fourth quarter, tablets drove 11.5% of all online sales, compared to 5% for smartphones.
In all, mobile accounted for close to 35% of all online traffic during Q4, an increase of 40% year-over-year. Mobile’s share of online sales also jumped, growing by 46% year-over-year to reach 16.6%. Read the rest at MarketingCharts.