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IBM Study: Apple iOS Online Shopping Quadruples Android Devices for Christmas Day Sales
According to IBM’s latest Digital Analytics Benchmark figures, online Christmas Day shopping increased by 8.3 percent over last year’s totals.
2 Min Read
Christmas Day is turning into a big online shopping opportunity, not yet rivaling Black Friday or Cyber Monday but convincingly moving in that direction.
According to IBM’s (IBM) latest Digital Analytics Benchmark figures, online Christmas Day shopping increased by 8.3 percent over last year’s totals, with Apple (AAPL) iPhones and iPads accounting for nearly four times as many sales as Google (GOOG) Android-based devices and twice the volume of traffic.
Mobile traffic accounted for 57.1 percent of all online traffic on Christmas Day, an increase of 18.6 percent from last year, with mobile devices representing some 34.8 percent of all online Christmas Day sales, up some 20.4 percent year-over-year, IBM said.
Here are a few more overall online shopping nuggets IBM uncovered for the holiday buying season:
Apple iOS sales accounted for 27 percent of total online sales, nearly four times that of Android at 7.6 percent of all online sales.
Apple iOS traffic accounted for 39.1 percent of total online traffic, more than double that of Android at 17.7 percent of all online traffic.
Smartphones drove 40.6 percent of total online traffic, more than two and a half times that of tablets, which accounted for 15.9 percent of all online traffic.
Tablet sales accounted for 18.4 percent of online sales, more than 12 percent more than smartphones, which accounted for 16.3 percent of total online sales.
Many shoppers chose a more traditional online experience with desktop PC traffic accounting for 42.6 percent of all online traffic and 65.2 percent of all online sales.
Apple iOS users averaged $97.28 per order compared to $67.40 for Android users.
Shoppers using desktops placed orders with an average value of $107.72 compared to mobile device users at $88.70.
IBM also said that Facebook (FB) referrals drove an average of $89.80 per order while Pinterest referrals averaged $99.86 per order.
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