Although Apple Inc. (NASDAQ:AAPL) saw its share of mobile device retail traffic on Black Friday and Cyber Monday slip, the company still holds a commanding position according to IBM’s Digital Analytics Benchmark data. The benchmark tracks more than 1 million ecommerce transactions every day at more than 800 different retailers.
Data suggests good things for Apple
Stifel analyst Aaron C. Rakers and his team note that the data from IBM doesn’t actually say anything about Apple Inc. (NASDAQ:AAPL) sales on these two important shopping days. However, they remain positive on the company and its product refreshes going into this holiday season. They point to continued “adequate supply” of the iPad Mini with Retina display, iPad Air, iPhone 5S and iPhone 5C. Most locations in the U.S. also have in-store pickup available.
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The data from IBM shows that about 17.2% of retail purchases made on Cyber Monday were done on a mobile device, compared to 12.9% last year. Smartphones made up 5.5% of the sales, and tablets were 11.7% of the sales. Interestingly enough, a pre-Cyber Monday survey conducted by the National Federation of Retailers found that 18.9% of those who responded planned to shop online using a mobile device on Cyber Monday.
Stifel analysts estimate that Apple Inc. (NASDAQ:AAPL) devices made up 71% of all mobile traffic on Cyber Monday of this year. That’s compared to 76.3% last year. They believe Android devices made up 29% of the traffic this year, compared to 24.5% last year.
On Black Friday, Apple’s devices made up about 28.2% of retail mobile traffic this year, according to IBM data. Android reportedly made up 11.4% of total mobile traffic for Black Friday this year. IBM found that iOS users made up about 18.1% of online sales, compared to Android users making up just 3.5%. The company also found that iOS users spent more, with the average iOS transaction being almost $128, compared to the average Android transaction being around $105.