Apple Devices Clobber Androids On Cyber Monday, But The Underdog Is Catching Up

Barbara Thau

Contributor

On Cyber Monday, Apple ran circles around Android, as consumers’ preferred “thumb shopping” device during the biggest day for e-commerce, according to theCustora Holiday 2014 E-Commerce Pulse.

Custora tracks real-time e-commerce transaction data from more than 100 U.S retailers and over 100 million online shoppers, following $40 billion in e-commerce revenue.

But while Apple still dominates e-commerce, Android devices are grabbing market share. On Cyber Monday, 78% of mobile shopping occurred on Apple devices, down from 84.1% on Cyber Monday 2013. Android’s share was 21.6% on Cyber Monday, up from 15.4% on Cyber Monday 2013.

Other seminal findings from Cyber Monday:

Cyber Monday online sales grew 15% over Cyber Monday 2013, making it the biggest day in U.S. online shopping history — far outpacing the previous record set just three days prior on Black Friday, according to Custora data.

Mobile Shopping dominated Cyber Monday Purchases

Mobile shopping, defined as e-commerce orders made on mobile phones and tablets, generated over a fifth, 21.9%, of orders, jumping from 15.9% on Cyber Monday 2013.

Email Marketing Drove Most Orders On Cyber Monday

Email marketing on Cyber Monday was the key promotional vehicle fueling business, driving 23.9% of sales, according to Custora. The findings mark a contrast between what typically generates more e-commerce sales than email marketing during the rest of the year: Online search, both free and paid.

Social Media: A Virtual Nonfactor

Social media, including Facebook, Twitter, Instagram, and Pinterest, accounted for a mere 1.5% of sales on Cyber Monday, Custora found.

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