iPad, iPhone Top Black Friday Shopping List

By Khurram Aziz | Nov 27, 2012 09:59 AM EST

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Those predicting the demise of Apple take note: IBM has released a report that shows the tech firm's iPad and iPhone has trumped all others as the go-to device for internet shopping during the Black Friday sales.

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The report, titled Black Friday Report 2012, says, "The iPad generated more traffic than any other tablet or smartphone, reaching nearly 10 percent of online shopping. 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 & Noble Nook at 3.1 percent, Amazon Kindle at 2.4 percent and the Samsung Galaxy at 1.8 percent."

Apple's devices have a 65% chunk of the mobile Web browsing market share, with Android-based mobile devices accounting for just 20%. This indicates that, while Android remains a popular choice, Android users aren't using their devices to browse the web as much as iOS users.

The report was compiled as part of IBM's Smarter Commerce initiative by the IBM Digital Analytics Benchmark. It found that US shoppers took advantage of early promotions driving a 17.4 percent increase in online sales during Thanksgiving Day which set the stage for 20.7 percent growth on Black Friday.

The biggest surge, according to IBM, came from consumers using mobile devices, with sales reaching 16.3 percent led by the iPad.

IBM's Digital Analytics Benchmark compiled the data using a cloud-based analytics platform that tracks more than a million e-commerce transactions per day and analyzes terabytes of raw data from 500 retailers across the US.

The popularity of the iPad and iPhone was confirmed last week by a report from Nielsen which found that 48 percent of children aged between 6-12 wanted an iPad for Christmas - more than any other tablet, smartphone, computer or video game device.

Nielsen also found that 6 percent of children wanted the new iPad Mini, 36 percent wanted the iPod Touch and 33 percent wanted the latest iPhone.

IBM's Black Friday 2012 report also showed a decline of social referrals for online shopping. In 2011, social sites accounted for 0.92 percent of site traffic and 0.53 percent of sales which this year fell to 0.81 percent for traffic referral and 0.34% sales.

IBM has produced the infographic below to represent its findings:

IBM Holiday Benchmark Infographic BF2012 

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