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Predictions are based on historical and real-time trend data analyzed across hundreds of U.S. retail websites. The resulting online shopping insight is based on data from IBM Digital Analytics Benchmark which, in its seventh year of holiday reporting, tracks more than 370 performance indicators.
Mobile browsing is expected to account for 48.2 percent of all online traffic over the five-day period, an increase of 23 percent over last year. Mobile sales are also expected to rise, accounting for 24.4 percent of all online sales, up 9.5 percent year-over-year.
Apple’s dominance in mobile shopping experiences is also expected to continue with iOS device traffic projected to double that of Android devices and sales expected to quadruple.
“Without question, this will be a strong holiday shopping season, supported by the power of Big Data and analytics, which are helping brands better understand their consumers and make crucial decisions in real time,” Jay Henderson, director of strategy, IBM ExperienceOne, said in a statement. “Regardless of industry or time of year, the data the IBM Digital Analytics Benchmark provides is an example of the type of advanced analytics and cloud-based technologies competitive brands rely on to improve consumer engagements and overall performance.”
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