Thanksgiving may be a time of celebration spent with family, but there are always those that also sneak out and visit their friendly store for discounted products. IBM announced a staggering increase this year: mobile devices experienced a 25.4 percent year-to-year increase and as expected, Apple decimated Android in Thanksgiving sales.
In fact, Adobe tracked online shopping and reported that iOS users caused four times the mobile sale revenues that Android users did (79 percent to 21 percent).
Three essential metrics showed that Apple decimated Android in Thanksgiving sales.
Online Sales: Apple sales represented 21.9 percent of the entirety of online sale, while Android lagged seriously behind at 5.8 percent of online sales. Average Order Value: While Android users spent an average of $98.07 when purchasing devices, iOS users averaged 24.3 percent more, with $121.86 per order. Last but not least, Apple also dominated when it came to online traffic: iOS devices represented 34.2 percent of the source of online traffic, more than doubling Android’s 15 percent of all online traffic.
Granted, Apple had already been leading in pre-Thanksgiving sales. And curiously, these figures don’t seem to add up, especially since people believe that Apple has a tiny market share on the smartphone market. The world-over, Apple accounts for 12 percent of the market, while Android accounts for 82%, Gartner reports. It’s only in the U.S. that these numbers even up, with Apple accounting for 42% and Android for 52%, comScore shows.
And market share is essential, especially in tech, because, as the song says, the winner takes it all. The more users use a particular platform, the better that particular provider will do. However, this market share advantage does practically nothing to help Android. iOS simply has more popularity where usage is concerned. All app or web developers will work best at making them work on iOS rather than Android because Apple users are the most lucrative.
Desktop orders still dominated, although most would believe that the era of the PC is gone. In fact, the majority of sales came from PC’s (67.6 percent) and the average order value was also higher from PC’s ($132.48) as opposed to mobile devices ($112.69).
Facebook was the dominating social media platform, leading to orders averaging $107.73. Pinterest was the runner up, averaging $95.24 per order.