Over half of the UK's entire online traffic on Black Friday came from mobile devices, according to analytics carried out by IBM.
Big Blue used its Digital Analytics Benchmark to study UK consumer transaction data in real time on Black Friday and Cyber Monday, and measured it against 370 performance indicators to get benchmark figures for the days.
The results showed that 59.8 percent of all UK web traffic on Black Friday came from mobile devices such as smartphones and tablets.
The figures also show that the UK experienced a record year for the two days. Online sales increased by a huge 91 percent on Black Friday and 22 percent on Cyber Monday compared with last year.
IBM found that the average purchase for all online sales on Black Friday was £88.86 at an average of 2.8 items per order. The average purchase on Cyber Monday came in slightly lower at £77.88.
The analysis also compared the data on mobile devices in terms of operating systems.
Online traffic from iOS devices contributed to 41 percent of the total, while Android devices contributed 16 percent. iOS users accounted for 35 percent of online sales on Black Friday, compared with 11 percent for Android devices.
The difference in average order value made on both mobile platforms was marginal at £88.95 on Android and £88.81 on iOS.
IBM also found that almost twice as much mobile web traffic came from smartphones than from tablets.
Black Friday saw 39 percent from smartphones and 20 percent from tablets, while Cyber Monday saw 35 percent from smartphones and again 20 percent from tablets.
However, tablet users spent slightly more online per order than smartphone users. Cyber Monday figues show that tablet purchases averaged £77.57 compared with £74.09 for smartphones.
James Lovell, European retail solution leader at IBM, said that the figures indicate the growing influence of smart mobile devices on retail.
"It has become clear from their behaviour that consumers are increasingly using technology as part of their shopping experience," he added.
"Last year's benchmark revealed strong mobile growth, and this year's Black Friday results confirm that mobile has become the dominant channel.
"Retailers must continue to optimise the mobile customer experience even further going into 2015, and ensure they are capturing the very rich customer interaction data that mobile devices provide."
IBM is keen to make use of analytics to hunt for patterns in data, particularly with the introduction of its Watson Analytics cognitive computing service.
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