25% of Thanksgiving shoppers relied on iOS devices to bag a bargain


iPhone owners may not exactly be sleeping on a bed of money, but they still spend more online. Photo: AMC

The availability of cheap smartphones and tablets might mean that Android has a larger market share than iOS, but iOS users certainly spend more.

Analyzing sales trends from Thanksgiving, IBM notes that iPhones and iPads were responsible for far more payment activity online, with average orders worth $118.57 compared to $95.57 for Android.

But that’s not where iOS’s sales triumph ends. iOS also generated more site traffic at 36 percent versus 16 percent for Android. Even more impressive, iOS devices accounted for 25 percent of all sales — next to a minuscule 7 percent for Android.

How iOS stacks up. Photo: IBM
How iOS stacks up. Photo: IBM

While it’s hardly news that iOS users — who on average spend more money on their smartphones and tablets — also have more disposable income for shopping, it’s particularly good news for Apple in a year when the company is pushing the benefits of its easy mobile payment solution, Apple Pay. As TechCrunch points out, “[P]eople are already using iOS devices to transact, so adding a mobile wallet to use in physical situations is a no-brainer.”

Apple is convincing more and more banks and retailers to hop on board, and stats like this can only help it.

Also revealed by IBM’s study — which tracked sales of around 8,000 brands across 35,000 client commerce engagements — is that customers are more likely to make purchases, and to spend more, when using a tablet instead of a smartphone. The average order for a tablet purchase was $122, next to $105 for smartphones.

Furthermore, tablets represented just under 18 percent of sales, next to 14 percent for phones.

Source: IBM


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