iPad Rakes in Lion’s Share of Black Friday Online Purchases

| News

Apple's iPad accounted for 88.3 percent of the tablet devices used to make online purchases on Black Friday, according to data from IBM. The iPhone accounted for 8.7 percent of mobile device-based purchases, as well, which still topped total Android devices used at 5.5 percent.

Apple's iPad is the mobile device of choice for online purchasesApple's iPad is the mobile device of choice for online purchases

IBM based its findings on Digital Analytics Benchmark data collected from online retailers, and also included statistics for Amazon's Kindle (2.4 percent), Barnes and Noble's Nook (3.1 percent) and Samsung's Galaxy (1.8 percent).

Considering the number of Android-based devices sold, the iPad's dominance seems somewhat disproportionate at first glance. Instead of artificially skewed data, however, what IBM's finding may be showing is that iPad owners actually use their device while many Android tablet and smartphone owners use other devices -- like desktop and laptop computers -- to buy online.

The report also showed the number of mobile devices visiting retailer websites grew from 14.3 percent in 2011 up to 24 percent this year, and that the iPad accounted for about 10 percent of online shopping devices.

IBM's numbers a striking, and seem to make a clear point: Consumers may buy Android devices, but they use their iPads.

Popular TMO Stories



Gamet: “Consumers may buy Android devices, but they use their iPads.”

Is it really a “buy” if the carrier gives Android devices away as “Free with contract?” Should such giveaways count as market share?

Are lots of folks getting Android phones just to have the status of having a smartphone, and never (or rarely) using the smartphone features?

Is use-share a better indicator ? At least for after-market purchases?

Lee Dronick

Count me as one of those who used an iPad to order items on line.


“Smartphones” were around long before iPhone and iPad but had a usability issue - so the features were infrequently or not used.  Many flip phones have internet-connect capabilities.  A large portion of Android is probably in that category at the lower end.  So the smart phone market share numbers don’t tell the whole story.  This data suggests that iOS position is much stronger than those figures would indicate.

Brandt Hardin

Is nothing sacred?  This week proved the holidays have slipped away from the general public and been completely bastardized by Big Business.  The traditional meaning of Thanksgiving and Christmas both have been diluted by mass consumerism.  Read more about the War on the Holidays and American Values being waged from the buildings of Wall Street at http://dregstudiosart.blogspot.com/2012/11/the-war-on-thanksgiving-one-turkeys.html where one Turkey gets his revenge for encroaching on Thanksgiving this year!

Paul Goodwin

I (and my wife-much more frequently haha) also use our iPads virtually exclusively for online shopping. The 88% number is pretty amazing considering how long the iPad has been out (almost 3 years). It’s one of the truly near-perfect devices for doing what it was designed to do.

The down side for us though is that we buy more stuff because it’s with you almost all of the time….it’s like another body appendage. And way too much of the time I’m in online Carts.

Log in to comment (TMO, Twitter or Facebook) or Register for a TMO account