Apple iOS mobile users spent about 25% more than Android owners on their Turkey Day purchases, with an average of $118.57 per order compared to $95.25, according to the most recent data from IBM Digital Analytics Benchmark.
Sales slowed down (blame the tryptophan) as the day continued, as earlier reports showed the average order value of Apple iOS users came in at $122.08 and $97.25 for Android users.
“Apple has a strong hold on online shopping,” said Jay Henderson, director of IBM Smarter Commerce. “IPhone and iPad buyers tend to be slightly more affluent and more comfortable with technology.”
Apple users are three times more likely to make a purchase on their mobile or tablet device, and made up 25% of total online sales on Thursday. This is despite the fact that Google’s operating system is the top smartphone platform in the U.S. market.
As more retailers launched their Black Friday sales a day early, shoppers realized they didn’t have to leave their house — or be in front of a computer — to score a deal. Half of all online shopping on Thursday — including browsing — was done on a mobile device.
“That’s pretty dramatic,” said Henderson, especially since in 2010 that number was just 6.5%. Of actual sales, mobile accounted for 32% of all online purchases Thursday, up from 25.4% last year.
However, the desktop PC is still in the deal-seeker’s arsenal. These shoppers spent an average of $132.48 per order and represented 47.6% of all online traffic.
According to initial results from Adobe, Black Thursday sales made on smartphones and tablets came in at $254 million.