Apple 2.0

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Apple's iPad led Thanksgiving and Black Friday online buying

November 25, 2012: 8:46 AM ET

10% of online purchases -- and 88% of tablet purchases -- were made on an iPad

Click to enlarge. Source: IBM Digital Analytics Benchmark

FORTUNE -- Apple (AAPL) devices loomed larger than expected in IBM's (IBM) final report on this year's surge of online buying Thanksgiving Day and Black Friday.

Online sales were up both days -- 17.4% and 20.7%, respectively -- from 2011.  But the biggest surge came from mobile devices -- and in particular from purchases made on an iPad or iPhone.

The highlights of IBM Digital Analytics Benchmark's Apple-related findings:

  • The Mobile Factor: Mobile buying soared, with 24% of U.S. consumers using a mobile device to visit a retailer's site, up from 14.3% in 2011.  Actual sales from mobile devices hit 16.3%, up from 9.8% in 2011.   
  • The Apple Factor: The iPad generated more traffic than any other tablet or smartphone, accounting for nearly 10% of online shopping. This was followed by the iPhone at 8.7% and all Google (GOOG) Android devices combined at only 5.5%.
  • The iPad Factor: The iPad dominated tablet traffic at 88.3% followed by the Barnes and Noble (BKS) Nook at 3.1%, Amazon (AMZN) Kindle at 2.4% and the Samsung Galaxy at 1.8%.

That only 5.5% of sales were made on Android devices was a bit of a shock given their rapid gains in market share in 2012.  According to IDC, Android claimed 75% of the smartphones sold in the third quarter to Apple's 15%.

Below: An IBM graphic summarizing its full findings.

Click twice to enlarge.

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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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