Recently released data from the IBM (NYSE:IBM) Digital Analytics Benchmark service showed that the majority of online mobile sales during Black Friday were made through Apple’s (NASDAQ:AAPL) iOS. Mobile sales accounted for over 21 percent of all online sales during Black Friday, a 9.8 percent increase over last year.
According to data from the cloud-based IBM Digital Analytics Benchmark, over 82 percent of the total number of online mobile sales during Black Friday came through Apple’s iOS. On the other hand, Google’s (NASDAQ:GOOG) Android only accounted for approximately 17.5 percent of all mobile sales.
Although the most recent data from market research firm Gartner showed that Android held an 81.9 percent share of the worldwide smartphone market, Apple’s iOS was still able to secure the lion’s share of online mobile sales during the busiest shopping day of the year in the U.S. According to Gartner, Apple’s iOS held a 12.1 percent share of the smartphone market in the third quarter of this year.
Although there are several different reasons why iOS users tend to drive the majority of mobile commerce, one reason may be Apple’s dominance of the tablet market. According to data from the IBM Digital Analytics Benchmark service, tablets accounted for nearly twice the amount of mobile sales that came from smartphones. Smartphones accounted for 7.5 percent of all online sales, while tablets accounted for 13.5 percent. Recently released third-quarter data from market research firm IDC showed that Apple held a 29.6 percent share of the worldwide tablet market in the third quarter.
Black Friday mobile purchases made through tablets also tended to be higher than the average sale made through smartphones, noted IBM. Tablets users spent an average of $134.48 per order, compared to smartphone users that spent an average of $116.37 per order.
However, iOS users also spent more than the average Android-based online shopper regardless of what type of mobile device they were using. According to data from the IBM Digital Analytics Benchmark service, iOS users spent an average of 20 percent more per order than Android users. Apple’s iOS users spent an average of $128.80 per online order, compared to Android users who averaged $107.75 per order.
CEO Tim Cook noted during Apple’s recent fiscal fourth quarter earnings call that he thought “it’s going to be an iPad Christmas.” Although Cook was specifically referring to direct sales of the new iPad Air and iPad mini with Retina display, IBM’s Black Friday shopping data showed that Apple’s tablets have also played a significant role as transactional devices for consumers’ online holiday shopping.
Here’s how Apple closed out Friday’s shortened trading session.
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