Apple iOS Users Won the Christmas Commerce War Vs. Android Users

Apple iOS Users Won the Christmas Commerce War Vs. Android Users

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

5 Responses to "Apple iOS Users Won the Christmas Commerce War Vs. Android Users"

  1. Douglas Cobb   December 28, 2013 at 5:18 pm

    Khaleel, this is the information out there, and I was just reporting that information from IBM and the sources i listed. I did not make the graph up; I am only using it. Other sources, many more than I listed, frame it as “internet commerce.” Based on the information out there, I selected three sources to use, and they are listed. I was trying to do as you said, put out the most accurate information available. By my comment about not having any dog in the fight, I only meant that I don’t own an Apple nor an Android device.

  2. Khaleel M   December 28, 2013 at 3:43 pm

    You said won the Christmas commerce war v/s Android. This is not IBM this is a conclusion drawn out by you. I understand what you are trying to say but it is not accurate in the contest. You framed it as the internet commerce. Yes Tablet Smartphone and PC competed in this war. Yes IOS android Windows and pc apple and Lynux etc….Who was the Commerce winner of this war? Now the IOS and Android tablet and smartphone got 30% of the business and in this one Apple got 23% great….but who got the 70% omitted in your graph? Yes IBM got the numbers but as a journalist your job is to interpret the IBM information correctly. You have no dogs in the fight but we have. Accurate and professional analysis. The only dog I have in the fight is the correct information in order to make educated business decision. That is why I read articles and that is why you have an audience and that is the dog you should have in this fight.

  3. Douglas Cobb   December 28, 2013 at 11:44 am

    These are IBM’s numbers, though IBM only checked information from 800 retail sites, as I wrote. A direct quote from the first article I used as a source will let you know what software they used: IBM’s numbers come from its Digital Analytics Benchmark, which tracks transactions from 800 retail sites in real time. Also, Khaleed, the reasoning is not mine, but IBM’s, and as I wrote, more browsing was done by smartphones while the shopping was done primarily using tablets, but iOS-based ones, according to the sources I used. No other telecommunications companies were mentioned in the sources — it was no preference of mine at all which influenced the article. I have no dogs in the fight.

  4. joe   December 28, 2013 at 8:24 am

    This is a joke right? I shopped from my PC because I was in front of it working all day or at home relaxing. I don’t see a need to shop from my phone just because it is there!

    Even further, how do they know for sure when a web browser can send an alternative ID on Android but, Safari is likely the iOS browser measured and that cannot be displayed as IE or Android.

  5. Khaleel M   December 28, 2013 at 12:32 am

    What kind of reasoning is this? If you have Apple and Android with 30% of the market who was the other 70% attributed to. Why were they not mentioned? is this a case of bias confirmation of what your preferences are? Please….if Microsoft has the other 70% and your article is about smartphone at least mention that Apple is the smartphone winner not the online winner because it is still Microsoft windows until now. Although you might not like it but it would be accurate.

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