Mobile traffic accounted for more than half (57.1 percent) of all online shopping traffic, up 18.6 percent over 2013. Furthermore, these visitors weren’t just browsing: Mobile sales made up over a third (34.8 percent) of total Christmas Day online sales, an increase of 20.4 percent year-over-year.
As always in the U.S., iOS beat out Android in mobile shopping this Christmas. iOS users averaged $97.28 per order compared to $67.40 for Android users, a difference of 44.3 percent. iOS traffic accounted for 39.1 percent of total online traffic, more than double that of Android, which drove 17.7 percent of all online traffic. More importantly, iOS sales accounted for 27 percent of total online sales, nearly four times that of Android, which drove 7.6 percent of all online sales.
As we’ve noted before, the discrepancy between Android and iOS for these numbers can often be attributed to the fact that the latter has a larger market share in the U.S. The difference is even larger for sales than for traffic, however, which is likely because iOS users have more money than Android users. Additionally, iPads are more popular than Android tablets in the U.S. when compared to iPhones over Android smartphones, and it’s naturally easier to buy on a device with a larger screen.