78% of Thanksgiving mobile shopping took place on iOS devices

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Apple raked in the cash last quarter.
iOS users are more likely to shop online than Android owners.
Photo: Jim Merithew/Cult of Mac

Early Thanksgiving online sale reports suggest that Apple devices were once again the platform of choice for people doing their holiday shopping.

How dominant were Apple devices in this category? Well, according to analytics firm Custora E-Commerce Pulse, iOS devices accounted for a massive 78.3 percent of all mobile e-commerce orders in the U.S., compared to 21.5 percent for Android devices.

Considering the number of Android devices in circulation, those are some pretty impressive stats. To be fair to Android users (such as my long-time Cult of Android frenemy and Friday Night Fights rival Killian “Big Spender” Bell), Android devices have crept up slightly from where they stood last year — with Apple’s share of buyers down from 79.9 percent and Android’s up from 19.3 percent.

There are no figures yet to indicate this, but last year studies suggested that orders placed using iPhones and iPads typically come to more than those placed on Android devices, with average orders worth $118.57 on iOS, compared to $95.57 for Android. It will be interesting to see whether that gap widened or fell this year — particularly now that so many of the higher-end Android customers have jumped ship to Apple thanks to larger-screen iPhones.

Overall, Thanksgiving online shopping revenue was up 12.5 percent year over year in 2015, while average order value was up by 1.5 percent. Black Friday sales estimates are looking good, too — being up by over 9.4 percent versus last year’s Black Friday event (as of 8.30am EST).

Source: Custora