Two studies from
Custora and
Adobe have confirmed that Apple's iOS platform again dominated US mobile e-commerce sales from Thanksgiving through Cyber Monday, although the total percentage was down slightly from last year. Black Friday sales from mobile devices accounted for a total of nearly 40 percent this year, jumping to 39.3 percent, up five percent. Mobile sales for the entire long weekend made up nearly 32 percent of online orders.
Despite having only a bit above 40 percent of US marketshare, iOS devices accounted for 3.6 times more sales than all Android-based devices combined in a market that accounted for nearly $8 billion in total online sales, with mobile devices accounting for about $2.74 billion of that figure. Custora reported that revenue grew by 12.5 percent from last year, and transactions were up 10.8 percent. The firm analyzed transactions from more than 200 retailers, 500 million anonymized shoppers, and $100B in e-commerce revenue.
Adobe drew slightly different figures from its Marketing Cloud, which monitored 80 percent of transactions from the top 100 US merchants. The company said that for Black Friday, mobile devices accounted for about 33 percent of sales, and $2.74 billion of sales. On Cyber Monday, 32 percent of orders came from mobile devices, and 53 percent of all visits to the top shopping websites.
According to Adobe, the most popular electronic devices were Samsung 4K HDTVs, the iPad Air 2, the iPad mini, the Xbox One, and the PlayStation 4. The social media "buzz" around the Black Friday/Cyber Monday weekend was also up this year, by around 25 percent. Top merchants mentioned were Amazon (the clear winner with 500,000 mentions), Target, and Walmart (the latter two accounting for a combined 250,000 mentions).
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