IBM Analyzes Holiday Mobile Traffic, Says iOS Users More Active than Android

Paul Lilly

iOS users spent five times more than Android users on Christmas

IBM revealed some interesting statistics about holiday spending in a thinly veiled attempt to draw attention to its Digital Analytics Benchmark , which IBM claims is the industry's only real-time, cloud-based digital analytics platform that tracks millions of transactions and analyzes terabytes of raw data from around 800 retail sites across the nation. So, what did IBM find?

As a percentage of online sales, IBM says iOS was more than five times higher than Android. iOS users drove 23 percent of online sales versus Android at 4.6 percent. iOS users spent on average $93.94 per order, which works out to almost twice as much as Android users, who spent $48.10 per order. Finally, iOS led as a component of overall traffic with 32.6 percent 14.8 percent for Android, IBM says.

Regardless of platform, one thing that's interesting is that smartphones trumped tablets in terms of online traffic at 28.5 percent versus 18.1 percent, respectively, but when it came time to shop online, tablets drove 19.4 percent of sales, more than twice that of smartphones at 9.3 percent. The average sale was also higher on tablets ($95.61 per order) versus smartphones ($85.11 per order).

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