Every year in the US, Thanksgiving and the following Friday are used for early Christmas online shopping. It is the so-called Black Friday and secretly the beginning of the Christmas shopping season.
Even with the release of the iPhone 5S and 5C and Apple’s total marketshare reaching 52.8 percent in the US in October according to the research firm Kantar Worldpanel, Android still leads the smartphone market. Especially in European countries and China, the Android marketshare for mobile phones is higher then 70 percent.
Even though Android systems have a higher mobile marketshare number, Apple still dominated the Black Friday shopping as shown in the Black Friday Report 2013 of IBM Digital Analytics Benchmark.
In general IBM controlled 800 different US retail online pages. 9.3 million people visit over 152 smartphone optimised webpages.
By comparison Apple iOS user paid an average of US$127.92 per order while Android user spend US$105.20 per order. Moreover of the total online sale for iOS devices reached 18.1 percent while Android just made it up to 3.5 percent.
Apple managed to have the leading position on Black Friday because they realised how quickly mobile shopping has grown. Nowadays nearly everyone is the owner of a smartphone and that makes online shopping easy, quick and popular.
The sale of mobile phones reached on Black Friday in total 21.8 percent of the whole online shopping and in addition 39.7 percent of the shopping was done via mobile. Apple used their knowledge about mobile online shopping and iOS reached 26 percent of all mobile traffic.