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As online shoppers turn to their mobiles IBM analysts say Apple leads Android in holiday sales

Apple iPad 3 Vs Galaxy Note 10.1

With Apple iOS users leading the trend, holiday shoppers are increasingly placing their 0nline purchases using smartphones and tablets, according to the digital sales analysts at IBM.

Up 40 percent from 2012, mobile sales accounted for nearly a third of all online sales during the holiday season, IBM Digital Analytics Benchmark reported.

Spending twice that of their counter parts on each order, iOS shoppers led Android users by a ratio of more than five to one in overall sales, the report said.

But  while shoppers may be doing window shopping on smart phones, overall they are plunking down more than twice the change using their tablets, according to data analysts at IBM.

Here are some highlights of what the number crunchers at IBM found:

  • Overall Christmas Day online sales were up 16.5 percent over the same period last year.
  • Mobile sales approached 29 percent of all online sales, up 40 percent over 2012.
  • Accounting for 48 percent of internet usage, there was a 28.3 percent surge in holiday season mobile traffic compared to 2012
  • iOS drove 23 percent of total online sales compared to 4.6 percent for Android.
  • On average iOS users spent $93.94 per order compared to Android users, who spent $48.10 per order.
  • iOS accounted for 32.6 percent of internet traffic compared to 14.8 percent for Android.
  • Smartphones drove 28.5 percent of all online traffic compared to tablets at 18.1 percent.
  • Tablets accounted for 19.4 percent of all online sales compared to 9.3 percent for phones.
  • Facebook referrals converted sales at nearly four times the rate of Pinterest referrals.

The figures followed the trend set early in the holiday shopping season with Black Friday online sales increasing 19 percent over 2012.

The cloud-based IBM Digital Analytics Benchmark tracks and analyzes millions of transactions from approximately 800 retail sites nationwide in real time.


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