Apple may not have the market share that Android has racked up over the years. They may not have a diverse lineup of smartphones, which are ultimately manufactured by dozens of smartphone and tablet makers. Their operating system may have received the harshest feedback of any mobile operating system to date, and Apple by and large handled the launch of iOS 8 – their newest and most-recent software update – as poorly as one could.
Yet, Black Friday has come and gone, but we’re once again talking about Apple’s dominance. We’re not talking about devices sold or sales in the competing app stores. We’re talking about something that accounts for a significantly larger scale than that. Apple destroyed Android and Samsung in terms of actual usage this Black Friday.
IBM Digital Analytics did some digging on how people were shopping this Black Friday – now that the weekend is nearing conclusion, and the rush of Cyber Monday is nearly upon us – and the findings were rather telling. Overall, online sales this Black Friday were up by 9.5%. Between Thursday and Friday, online shopping accounted for 47.6% and 53.1% respectively – which was a major success for the e-commerce industry.
Digging deeper into those sales figures though, or determining how people were spending when shopping online was incredibly telling about what devices are most-successful right now. Apple iOS devices accounted for 34% of online traffic and nearly 22% of actual sales. Comparatively, Android only accounted for 15% of online traffic and just under 6% of actual sales.
This isn’t just a big deal for those who want to brag about Apple or for those incredibly dedicated users who criticize Android users, particularly Samsung after a very disappointing year. It’s been no argument that the future of shopping is definitely in the e-commerce arena, and smartphone consumers aren’t going to be the only ones that see these figures. This is something that could have long-term, tangible impacts on those who make Android devices, when retailers are going to see that in addition to being out-used by iOS, they’re also getting out performed in terms of quality of sale.
The numbers reflect somewhat negligible conversion rate – with iOS bringing home a 2.87% conversion rate, against Androids 2.14% rate in conversion. However, accounting for more traffic, more physical sales, and a higher-quality sale – with the average iOS user ringing up a transaction of $121.86 compared to Android’s $98.07 transaction value – metrics that retailers hold dearly to them – does not bode well for either Android or Samsung moving forward.
While that is just one day, it is likely that this will have been a trend – likely bearing a similar outcome on Cyber Monday, as well.