Black Friday and Cyber Monday: More Purchases made via Apple than Android

- Finance - Dec 04, 2014

In what was a record-breaking weekend for retail thanks to Black Friday and Cyber Monday, purchases made on Apple markedly outstripped those on rival Android devices.

IBM reported record online and mobile shopping during Black Friday and Cyber Monday in the UK based on consumer transaction data analysed in real-time by the IBM Digital Analytics Benchmark.

After being adopted in the UK last year, Black Friday continued to gain ground as one of the busiest UK shopping days of the year as consumers sought the best deals. Black Friday online sales were up 91.6 percent compared to 2013, driven by a 35.5 percent increase in mobile sales year-over-year.

READ MORE: What is Black Friday and Where does it Come From?

The momentum carried into Cyber Monday UK as online sales increased 22.6 percent year-over-year and, mobile sales were up 29.3 percent over the same day in 2013; with mobile devices accounting for more than one-in-three of all online purchases (42.9 percent).

James Lovell, European retail solution leader, IBM, said: “It has become clear from their behaviour that consumers are increasingly using technology as part of their shopping experience.  Retailers are acknowledging this by optimising the customer experience, developing customer data strategies and applying the insights to drive ever more targeted and personalised communications to customers.

“With the increase in mobile usage and the adoption of digital technologies in the physical store environment, it is encouraging to see that retailers are treating this seriously and starting to reap the rewards."

Apple iOS vs. Android  

The battle between iPhones and iPads and Andoid devices was also observed with interest as more people than ever decided to avoid the busy high street and make purchases remotely. 

READ MORE: Top 10 Christmas Smartphones 

Apple outperformed Android on both days, the following statistics showing how.

Black Friday:

  1. Average Order Value:  Apple iOS users averaged £88.81 per order compared to £88.95 for Android users.
  2. Online Traffic:  Apple iOS traffic accounted for 41.8 percent of total online traffic, over double that of Android, which drove 16.7 percent of all online traffic.
  3. Online Sales:  Apple iOS sales accounted for 35.1 percent of total online sales, more than triple that of Android, which drove 11.6 percent of all online sales.

Cyber Monday:

  1. Average Order Value:  Apple iOS users averaged £75.83 per order compared to £76.12 for Android users.
  2. Online Traffic:  Apple iOS traffic accounted for 39.4 percent of total online traffic, more than double that of Android, which drove 15.6 percent of all online traffic.
  3. Online Sales:  Apple iOS sales accounted for 31.3 percent of total online sales, almost triple that of Android, which drove 10.9 percent of all online sales.

The infographics below show a breakdown of the busy retail activity on both Black Friday and Cyber Monday. You can also see interviews with IBM experts on the record-breaking weekend here: http://www.europe.businesschief.com/videos   

 

 

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Comments(1)

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Archie Roboostoff    Dec 07, 2014
While the high level of mobile purchases on Black Friday and Cyber Monday no doubt contributed to high sales figures for a number of retailers this year, it provides some explanation as to why the websites of the likes of Currys, Tesco, Argos, PC World and Boots all suffered downtime on these days. This shows that retailers are still not preparing properly for the unusually high demands of seasonal or promotional shopping, despite the steep increase in consumers shopping online or on mobile devices over the past year.

Website outages can signify game over for many businesses. Not only is there a potential to lose a lot of money, there is also a strong possibility of reputational damage to consider. In fact, Micro Focus’ CEBR research puts this loss at £36.7bn per year globally, showing the full cost of a failure goes beyond missed revenue opportunities. Even minor delays to website response times can have a sizable impact on customer satisfaction, page views, conversion rates and site abandonment.