Retailers, it’s official: IBM investigated who spent more money on Christmas day shopping, Apple iOS users or their Android counterparts, and they found that iOS users spent on average two times more money in comparison — in other words, they won the Christmas commerce war vs. Android users.
Apple iOS consumers averaged, per purchase, $93.94, while Android users averaged, per purchase, just $48.10. Twenty-three percent of all online sales were driven by iOS purchasers, compared to the 4.6 percent driven by Android users.
According to IBM, these figures mean that it was a particularly good year for Christmas Day sales. In fact, compared to last year, Christmas Day sales increased by 16.5 percent. What’s more, shopping by mobile devices accounted for 29 percent of the total of online sales on December 25.
IBM, which tracks sales from 800 retailers in real time, saw the increased trend of transactions via mobile devices on Cyber Monday continuing on Christmas Day. On Cyber Monday, making purchases via mobile devices increased by 45 percent, accounting for 31.7 percent of total online sales.
This past Christmas, consumers used smartphones more for comparison shopping and browsing, while they used tablets more to make their purchases. Consumers used tablets to make 19.4 percent of all online sales. That was more than twice the 9.3 percent of sales made using smartphones.
Android products made up 81 percent of last quarter’s overall smartphone shipments, though Apple iOS smartphones, which only accounted for 13 percent of smartphone shipments, according to IDC, was used far more by consumers to purchase products online.
Two other companies which played their part in the increased online sales of 2013 were Facebook and Pinterest. Consumers who were referred to sales by retailers through using Pinterest spent nearly $87 per order. Consumers who were referred by Facebook spent slightly less, $72, but consumers who bought coming from Facebook were four times likelier to buy a product than consumers referred via Pinterest.
Apple iOS products led Android in several categories as far as holiday shopping went in 2013. Sales of products through the use of Apple’s iOS drove five times more online sales than Android, 23 percent for the former versus 4.6 percent for the later.
Apple’s iOS also came out the winner on the amount per order that consumers spent. iOS users spent almost two times more per order, on average, than did Android users.
What’s more, Apple iOS users drove two times more overall online traffic than did Android users. iOS users drove 32.5 percent of the total traffic, while it was 14.8 percent for Android users.
Do all of these stats make Apple iOS users “better people?” No, of course not — but the stats are carefully watched by retailers, who heavily rely on online sales to get from being in the red to being in the black.
While retailers will gratefully accept any of the purchasing dollars they can get from consumers, no matter if consumers make purchases using iOS or Android, they will likely direct more of their advertising towards iOS shoppers in the future, if this buying trend continues.
Written by: Douglas Cobb