iPad and iPhone dominate Black Friday online shopping

IBM found that 24 percent of online shoppers used mobile devices, compared to 14.3 percent in 2011. The iPad was used by 88.3 percent of tablet shoppers.

As part of IBM’s Smarter Commerce initiative, the IBM Digital Analytics Benchmark revealed the following trends as of 12 a.m. PST (Credit: IBM)

Holiday shopping is off to a good start, with a 17.4 percent increase in online shopping Thanksgiving Day and 20.7 percent growth on Black Friday versus 2011, according to data from IBM. Shoppers using mobile devices accounted  for 16.3 percent of those sales, compared to 9.8 percent in 2011.

IBM found that 24 percent of online shoppers used mobile devices, compared with 14.3 percent in 2011. Apple led the mobile shopping experience —  the iPad was used by 88.3 percent of tablet shoppers, and the iPhone and iPad together were used in 18.5 percent of online shopping transactions. On Black Friday, nearly 60 percent used smartphones and 40 percent tablets to reach online retail stores.

Home goods had a nearly 30-percent increase in Black Friday sales versus 2011. (Credit: IBM)

Social shopping appeared to dip from 2011, according to the IBM data, with a 35 percent decrease is Black Friday sales generated by social networks. However, social referral sales only accounted for .34 percent of overall Black Friday sales.

IBM derived its analysis from tracking more than one million e-commerce transactions from 500 U.S. retailers, the company said.

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