Apple (AAPL) Devices Dominate 2012 Thanksgiving, Black Friday Online Sales: Report

By Nov 26, 2012, 6:58 AM Author's Blog  

Apple (AAPL) devices, including the iPad and the iPhone, dominated online buying during this year’s Thanksgiving Day and Black Friday with three times as many people using iOS gadgets to purchase goods than Android.

According to the latest IBM (IBM) 2012 Holiday Benchmark Reports, published by All Things D, online sales were up both days 17.4 percent and 20.7 percent, respectively, from 2011. But the biggest surge came from mobile consumers, led by the iPad, the survey stated.

IBM’s report on holiday shopping, titled “The iPad Factor,” noted that Apple’s iPad “generated more traffic than any other tablet or smartphone, reaching nearly 10 percent of online shopping.”

The iPhone finished second with 8.7%, while Android devices accounted for only 5.5% of all purchases made. With only 5.5% of shopping-related browsing on Google (GOOG)’s entire Android platform during the holiday season, the report was a bit of a shock given the platform’s rapid gains in market share in fiscal 2012.  According to IDC, Android claimed 75% of the smartphones sold in Q3’12 compared to Apple’s 15%.

The report also said that among tablets, the iPad dominated the traffic with a whopping 88.3% of purchases, followed by the Barnes & Noble (BKS) Nook at 3.15%, Amazon (AMZN) Kindle at 2.4% and the Samsung Galaxy at 1.8%.”

All Things D pointed out that eBay (EBAY)’s PayPal unit reported that “one of its bestselling items on Black Friday was the iPad 2, selling 250 per hour from 12 am to 8 am Pacific Time.”

Here’s an IBM chart, summarizing the findings:

IBM Holiday Benchmark Infographic BF2012

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