Nearly nine in 10 consumers who shopped online via a tablet during Black Friday used an iPad, a new study suggests.
The IBM 2012 Holiday Benchmark report indicates the iPad brought 88% of traffic to the mobile web on Black Friday — more than any other tablet or smartphone. It also made up 10% of total online shopping.
The data comes from the company’s IBM Digital Analytics Benchmark, a cloud-based platform which tracks more than a million e-commerce transactions each data and analyzes data from 500 U.S. retailers.
Meanwhile, the Barnes and Noble Nook tablet brought 3.1% of tablet traffic, followed by the Amazon Kindle Fire (2.4%) and the Samsung Galaxy (1.8%). Consumers also tapped away on smartphones to get shopping deals. About 8.7% of mobile traffic came from the iPhone and 5.5% came from Android devices.
In-store shopping was also complimented with the use of mobile phones (58%) to scour the web for the best deals. Overall, mobile traffic to retail sites grew more than 67%.
Social media sites such as Facebook, Twitter and LinkedIn also connected shoppers with retail sites, but those referrals only generated about 0.34% of all online sales during Black Friday — a 35% drop from 2011.
For a full look at how shoppers shopped on Black Friday, check out the infographic below.
Click the graphic to enlarge.