This article is more than 9 years old.
Tweet This
- Black Friday purchases completed using Apple iOS-devices accounted for 21.9% of total online sales, nearly four times that of Google Android, which drove 5.8% of all online sales.
- Black Friday purchases completed using Apple iOS-devices accounted for 21.9% of total online sales, nearly four times that of Google Android, which drove 5.8% of all online sales.
These and other findings are from IBM’s latest U.S. Retail Black Friday Report, published yesterday based on real-time data analysis using the IBM Digital Analytics Benchmark. IBM has provided a summary of the results here, including an infographic. The IBM Digital Analytics Benchmark is delivered to clients through the company’s Smarter Commerce initiative.
Key take-aways from IBM’s U.S. Retail Black Friday Report include the following:
- Smartphones are increasingly relied on by customers when doing in-store shopping to comparison shop. As a result, smartphones drove 34.7% of all Black Friday online traffic, more than double that of tablets, which accounted for 14.6% percent. Tablet users averaged $126.50 per order compared to $107.55 for smartphone users, a difference of 17.6%. The following graphic provides an analysis of the results:
- Apple iOS-based devices led the mobile shopping holiday season as of November 29th, with an average order value of $121.86 per order compared to $98.07 for Android, a difference 24.3%. The following graphic provides a comparison of Apple iOS and Google Android platform performance so far this holiday season:
- Compared to Black Friday 2013, Black Friday 2014 sales increased 9.48% and 63.47% compared to Thanksgiving 2014. Mobile percentage of sales are up 28.21% for Black Friday 2014 versus 2013, and percentage of site traffic from mobile devices is up 25.1%. Please see the summary below for additional comparisons of Back Friday 2013, 2014 and Thanksgiving 2013 and 2014.
- IBM included social networks in their Digital Analytics benchmark and found that Facebook referrals drove an average order size of $109.94 compared to $100.24 for Pinterest, a difference of nearly 10%. IBM also found that Facebook referrals converted online sales at more than twice the rate of Pinterest.
- The U.S. Retail Black Friday Report found that Thanksgiving Day online sales increased 14.3% over 2013, with Black Friday up 9.5% year-over-year. Average order value on Thanksgiving was $125.25, down 1.8% over 2013; Black Friday was $129.37, down 4.4%. IBM explains this slight reduction in average order value due to shoppers becoming more comfortable and digitally savvy in how they use online coupons and rebates to secure the best bargains.
