According to data collected by
But those mobile sales weren't uniform across all platforms. Cell phones are for browsing. They drove larger traffic, 19.7% compared to tablets' 11.5%. Tablets, on the other hand, are for buying. iPads, Kindles, and the like accounted for more than double the sales of their smaller counterparts, 11.7% to 5.5%. Tablets also saw higher sales per order: $126.30 compared with $106.49 on phones.
And IBM's numbers show that while Google's Android may have gained larger market share, Apple's iOS dominates e-commerce. iOS devices accounted for 22.4% of all online traffic, versus Android's 9.1%. iPhones and iPads also averaged nearly $14 higher orders. But the killer figure is in total sales, where iOS beat Android by a factor of 5.6. iOS accounted for 14.5% of all Cyber Monday sales, compared to just 2.6% for Android devices.
Retailers had to work hard to get the attention of those mobile users. They sent 77% more push notifications over mobile apps over the 5 day shopping weekend compared to daily averages over the previous two months. Retail app installations grew 29% by the same metric, according to IBM.
The two largest growth areas on Cyber Monday were in department stores (up 70.3% from 2012) and in health and beauty products (up 65.1%), while home goods and apparel also saw double digit growth. That hasn't translated to better market performance though, as most retail stocks, including Amazon and Wal-Mart, struggled through Tuesday morning.
