A majority of online orders from mobile devices during Christmas in the U.S. were made using Apple’s (NASDAQ:AAPL) iPhones and iPads, rather than on devices using Google’s (NASDAQ:GOOG) Android mobile-operating system, according to a new report released by IBM (NYSE:IBM) on Thursday.
The number of orders placed using iOS devices was more than five times higher than those made using Android devices, which helped Apple’s OS drive 23 percent of total online sales on Christmas day in the U.S. Android-powered devices, on the other hand, were used to order only about 4.6 percent of total sales, according to IBM's Digital Analytics Benchmark Hub, which “tracks millions of transactions and analyzes terabytes of raw data from approximately 800 retail sites nationwide.”
“On average, iOS users spent $93.94 per order, nearly twice that of Android users, who spent $48.10 per order,” the IBM report said. “iOS also led as a component of overall traffic with 32.6 percent vs. 14.8 percent for Android.”
IBM said that overall online sales were up 16.5 percent in 2013 over the last year, and sales done via mobile devices remained strong, approaching 29 percent of all online sales, up 40 percent over 2012. Mobile devices accounted for 48 percent of all online traffic, up 28.3 percent compared to the same period last year.
According to the report, while smartphones drove 28.5 percent of all online traffic compared to tablets at 18.1 percent, tablets drove 19.5 percent of all online sales, more than twice that of smartphones, which accounted for 9.3 percent.
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In addition, tablet users also placed higher average orders -- $95.61 for each order -- versus smartphone users, who averaged $85.11 for every order.
The IBM report also talked about the social media influence on Christmas day shopping, comparing the usage of Facebook (NASDAQ:FB) and Pinterest to place orders.
According to the report, shoppers referred from Facebook averaged $72.01 per order, compared to Pinterest referrals that averaged $86.83 per order. However, Facebook referrals converted sales at nearly four times the rate of Pinterest referrals.