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
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
3 responses to “78% of Thanksgiving mobile shopping took place on iOS devices”
What else is new? Android users are cheap, Apple users spend money.
I will stop blocking your ads when you publish something original and worth reading.
By e-commerce, does it include both mobile versions of websites and Apps created specifically by companies? I know that the Amazon App makes it SO easy to order things with just a few taps, as opposed to going to their website on my computer, finding what I want, and clicking through everything (although 1-click HAS made it easier).