Apple iPad Dominated Mobile Online Shopping on Black Friday

You're more than welcome to feign surprise if you really wish, but Apple's popular iPad tablet was one of the most sought after tablets on Black Friday. It was also the main vehicle for mobile online shoppers, according to IBM. Big Blue said that early promotions this holiday shopping season pushed online sales up 17.4 percent on Thanksgiving Day, setting the stage for 20.7 percent growth on Black Friday.

"The iPad generated more traffic than any other tablet or smartphone, reaching nearly 10 percent of online shopping," IBM said. "This was followed by iPhone at 8.7 percent and Android 5.5 percent. The iPad dominated tablet traffic at 88.3 percent followed by the Barnes and Noble Nook at 3.1 percent, Amazon Kindle at 2.4 percent and the Samsung Galaxy at 1.8 percent."

Source: IBM

It's kind of ironic to think that there's a good chance non-iPad devices like the Kindle Fire were purchased using an iPad. Heck, even iPads were probably purchased on an iPad, according to IBM's data.

Speaking of which, IBM's data is based on findings from the Digital Analytics Benchmark, a cloud-based web analytics platform that tracks more than a million e-commerce transactions a day, analyzing terabytes of raw data from 500 retailers nationwide, Big Blue explains.

iPad Smart Cover

"This year’s holiday shopper was hungry for great deals and retailers didn't disappoint, rolling out compelling offers which consumers gobbled up on Thanksgiving straight through Black Friday," said Jay Henderson, Strategy Director, IBM Smarter Commerce. "The big winners were chief marketing officers who used technology to deliver customer experiences that not only connected shoppers with personalized deals but did so at the right touchpoint and at precisely the right time and place, whether on their couch or the store floor."

Mobile purchases as a whole soared with 24 percent of consumers using a mobile device to visit a retailer's website, up from 14.3 percent a year ago. Mobile sales topped 16 percent, up from 9.8 percent in 2011, IBM said.