IBM’s analysis of mobile traffic and on-line sales on Christmas Day show that Apple’s iOS platform maintains a significant lead over Google’s Android. Overall IBM estimates that Christmas Day on-line sales were up 16.5 percent over the same period last year and that Apple held a substantial advantage during the holiday season. (Note that my family and I own Apple shares).
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iOS maintained its substantial lead in generating on-line sales
IBM analyzed on-lines sales on Black Friday, Cyber Monday and Christmas Day and found that iOS held a substantial lead over Android in the amount spent per order, on-line traffic and on-line sales share on all three days. I have developed a Google Doc with the following info via this link.
The amount spent using iOS devices decreased from $128 on Black Friday to $120 on Cyber Monday to $94 on Christmas Day. However, iOS increased its advantage vs. Android devices since Android’s average order decreased from $105 on Black Friday (iOS 22% higher) to $107 on Cyber Monday (iOS 13% higher) to $48 on Christmas Day (iOS 95% higher).
iOS saw its percentage of all on-line traffic move from 28.2% on Black Friday to 22.4% on Cyber Monday and increase to 32.6% on Christmas Day when a lot of iPhones and iPads presents were opened. Android’s on-line traffic increased from 11.4% on Black Friday to 14.8% on Christmas Day with iOS maintaining a 2.2x lead over Android.
iOS’ percentage of total on-line sales were more than 5 times Android’s on all three days. On Black Friday iOS generated 18% of on-line sales vs. Android’s 3.5% (iOS 5.2x more). iOS’ percentage increased to 23% on Christmas Day with Android lagging behind at 4.6% (iOS 5.0x larger). When developers and websites see that iOS maintains a substantial leadership position they will continue to commit a large amount of resources to the platform.
Additional information from IBM’s Christmas Day Digital Analytics Benchmark
- Mobile traffic accounted for 48% of all on-line traffic, up 28% year over year
- Mobile sales were almost 29% of all on-line sales, up 40%
- Smartphones generated 28.5% of all on-line traffic with tablets at 18.1%
- However, tablets drove 19.4% of all on-line sales with smartphones at 9.3%
- Tablet orders average $95.61 vs. smartphones at $85.11
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