An IBM analytics report found that as a percentage of online sales on Christmas Day, people using iOS devices bought more items with their smartphones than those with Android by 5-to-1.
Based on transactions from about 800 U.S. retail websites, IBM’s report found that purchases made from iOS devices made up 23 percent of online shopping done on Wednesday. Meanwhile, Android accounted for just 4.6 percent.
iOS users also spent nearly twice as much, with an average of $93.94 per order, compared to $48.10 for Android.
Overall, IBM found that phone and tablet shopping made up 48 percent of all online traffic, up 28 percent from last year. Consumers also tended to use their smartphone more often than tablets to browse for products, but when it came time to actually make a purchase, people used tablets over smartphones (19.4 percent vs. 9.3 percent).
This data is interesting in part because Android has regularly led Apple in terms of market share over the past few years. IBM’s numbers, however, indicate that Apple users seem to be spending a whole lot more with their devices. IBM released a similar report during Black Friday, noting iOS users spending more than Android.
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