IBM report: iPhones and iPads accounted for 10.2% of Black Friday online retail traffic

November 27, 2011: 6:04 AM ET

Online sales were up 24.3% overall. iPad shoppers were most efficient. Android less so.

Apple Inc.

Apple (AAPL) devices figured prominently in an IBM (IBM) Smarter Commerce survey issued Saturday that reported double digit increases in online sales Thanksgiving Day (up 39.3% from 2010) and Black Friday (up 24.3%) and a 200% increase in purchases made on mobile devices (from 3.2% in 2010 to 9.8% this year).

In particular: (I quote)

The Apple Shopper: Mobile shopping was led by Apple, with the iPhone and iPad ranking one and two for consumers shopping on mobile devices (5.4% and 4.8% respectively). Android came in third at 4.1%. Collectively iPhone and iPad accounted for 10.2% of all online retail traffic on Black Friday.
The iPad Factor: Shoppers using the iPad led to more retail purchases more often per visit than other mobile devices with conversion rates reaching 4.6% compared to 2.8% for overall mobile devices.
Surgical Shopping Goes Mobile: Mobile shoppers demonstrated a laser focus that surpassed that of other online shoppers with a 41.3% bounce rate on mobile devices versus online shopping rates of 33.1%.

The relatively weak showing by devices running Google's (GOOG) Android, despite a market share that dwarf's Apple's iOS, is consistent with earlier studies that found Android users spending less time online and far less money on apps.

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About This Author
Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for Fortune.com.

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