Study: Mobile Father’s Day traffic jumps

Armonk, N.Y. – When consumers look for Father’s Day gifts, they increasingly are doing so on the go. According to new IBM Digital Analytics Benchmark data, mobile accounted for more than 48% of all online Father’s Day traffic in 2015.



This figure was just shy of desktop, which claimed 51.7%, a far slimmer gap than 2014. For sales however, desktop remains supreme, accounting for 74.3% of sales (compared to 25.7% for mobile) and driving average order values of $115.12, compared to mobile devices at $93.14.



Smartphones drove 35.3% of all Father’s Day online traffic compared to tablets at 12.5%. When it comes to purchases, tablets still came out on top, driving 13.3% of all online sales. However, online sales via smartphones significantly closed the gap, growing by 93.6% to account for 12.3% of online sales. In 2014, online sales via smartphones were half of those that occurred over tablets.



In addition, at least when it comes to online spending on Mother’s Day and Father’s Day, consumers like Mom best. While online sales for seven days leading up to Father’s Day increased by 5.4% from the same period in 2014, Mother’s Day saw a more pronounced spike with online sales increasing by 15.4% year-over-year.



The average order value for Mother’s Day gifts reached $114.17, compared to $108.29 for Father’s Day. Rather than focus on a single big ticket item, shoppers purchased dads multiple gifts. On average, shoppers purchased 4.2 gifts per order for Dad, compared to 3.8 for Mom.