A survey has revealed that Apple (NASDAQ:AAPL) users shop more online than Google’s (NASDAQ:GOOG) Android users during Thanksgiving day, Black Friday and is also leading in mobile online shopping sales data. With this Apple scored another point against rival Google by scoring an average $122.08 order value against the $97.25 order value of Android users.
On Thanksgiving day, iOS users pent 25 percent more than Android users with an average of $118.57 when compared with $95.25. In mobile shopping, iOS was leading in mobile shopping with 34.2 of online shopping and Android is contributing 15 percent. In total online sales, Apple users were much above Google with 21.9 percent and 5.8 percent.
“Apple has a strong hold on online shopping,” said Jay Henderson, Director of IBM Smarter Commerce.
Though Google’s Android has a higher number of users in America, Apple users are three times more likely to do online shopping. The survey also revealed that the half of Black Friday sales were done online, huge rise since the 6.5 percent in 2010. Tablet had an average of $126.50 per order, while smartphone users had an average of $107.55. Tablets contributed 16 percent online sales and smartphones contributed with 11.9 percent share.
Henderson mentioned that iPhone and iPad buyers were more comfortable with technology and were affluent. This Black Friday also saw mobile shopping leading with 52.1 percent when compared with desktop shopping and mobile shopping rose from 25 percent to 49.6 percent. Compared with last year, overall mobile sales rose to 27.9 percent, a 28.2 increase.
Desktop PC users spent an average of $132.48 per order and contributed 47.6 of overall online traffic. According to data from Adobe, smartphone and tablet shopping was at $254 million. The data from IBM Digital Analytics benchmark indicates that more shoppers are turning towards online platforms and preferring to use smartphones and tablets. The data will be a big boost for Apple with more advertisers preferring to invest more in iOS ecosystems.
IBM’s Digital Analytics Benchmark has also reported the trends in four hottest retail segments of the Black Friday season. Below is the research in numbers:
- Apparel: Average order value was recorded a 6.8% decrease over 2013, at $114.96. On Black Friday, online sales increased 22.6% year-over-year, in that, mobile’s share of sales increased by whopping 25.2%.
- Home Goods: Average order value was recorded a 6.8% increase over 2013, at $238.46. On Black Friday, online sales increased a whopping 43.2% year-over-year, in that, mobile’s share of sales increased by 3.8%.
- Department Stores: Average order value was recorded a 2.5% decrease over 2013, at $143.16. On Black Friday, online sales increased a 22.9% year-over-year, in that, mobile’s share of sales increased by whopping 25.7%.
- Health and Beauty: Average order value was recorded a 9.8% increase over 2013, at $72.78. On Black Friday, online sales increased a whopping 56.9 % year-over-year, in that, mobile’s share of sales increased by whopping 31.8%.