Nearly 1 in 10 online shoppers used an iPad to browse Black Friday deals, with the tablet overtaking the iPhone as the most popular mobile device for online shopping during Black Friday, accounting for 9.75% of all traffic. The iPhone generated 8.71% of traffic while Android-based devices owned 5.53% of traffic.
But the most telling figure in IBM's 2012 Black Friday Report was the growth from 2011's Black Friday traffic. While the iPad and iPhone made great strides in eating up a share of overall web traffic, with the iPad growing from 4.75% in 2011 to 9.75% in 2012 and the iPhone jumping from 5.38% to 8.71%, Android's traffic accounted for only a very small jump, going from 4.05% to 5.53%.
Android smartphones now account for 3 out of 4 smartphone sales worldwide and have outpaced iPhone sales for several years. Android-based tablets have also been eating into the iPad's market dominance over the past year, with Amazon's Kindle Fire helping to ignite the 7-inch tablet market.
But mobile browsing statistics tell another story. The iPad, iPhone and iPod Touch have a 65% chunk of the mobile web browsing market share, with Android-based mobile devices accounting for just 20% of traffic. While Android remains a popular choice, these stats indicate that Android users aren't using their devices to browse the web, perhaps regulating their smartphone to a more traditional use: phone calls.
The slow growth from Black Friday 2011 to Black Friday 2012 provides another example of this trend. While the iPad and iPhone made great strides taking a bite out of overall traffic, with the iPad growing by 105% from last year and the iPhone growing by 61%, Android-based devices only grew by 36%.
Another interesting tidbit from IBM's Black Friday 2012 report was the decline of social referrals. In 2011, social sites accounted for 0.92% of site traffic and 0.53% of sales. This year, social traffic was down to 0.81% and overall sales were down to 0.34%. Facebook's traffic only lost a little ground (0.68% in 2012 verses 0.69% in 2011), but the trend indicates that the idea of 'social shopping' might be more popular with investors than actual shoppers.