Even though Android leads in terms of marketshare, iPhone and iPad owners use more data than Android users. It also appears that iOS users are also more comfortable with shopping online via their mobile device than Android users.
IBM released their Holiday Benchmark Report and found that among U.S. consumers shopping for Thanksgiving and Black Friday deals from their mobile device, a strong majority were using iPhones or iPads and about 77% of all mobile purchases originated from an iOS device.
During the Black Friday shopping period 24% of consumers used a mobile device to visit a retailers site, and mobile sales also exceeded 16% of total sales. The iPad generated more traffic than any other tablet or smartphone and accounted for nearly 10% of online shopping while the iPhone made up 8.7% of online shopping. Android devices only accounted for 5.5% online shopping.
In terms of tablet traffic the iPad dominated with 88.3% while Barnes and Nobles Nook suprisingly came in second with 3.1%. Asymco’s Horace Dediu crunched the numbers and discovered that the share of online shoppers using Android devices has stalled, while iOS has grown significantly.
The big question analysts such as Dediu are asking is what is behind Android’s slump, and why are iOS users more inclined to shop from their device online. There’s a fairly distinct divide between Android users behavior and iOS user behavior. It’s possible that the maturation of the platforms may have something to do with it, but it’s pretty clear that even though Android marketshare is up, engagement on the devices is down.