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Technology was a large driver of sales in all aspects. Online sales increased 17.4 percent on Thanksgiving Day from last year, according to IBM’s (NYSE:IBM) Digital Analytics Benchmark report, the only analytics-based, peer-level benchmarking solution that measures online marketing results, including real-time sales data. Online sales jumped 20.7 percent on Black Friday.
The biggest surge came from mobile users, with sales reaching 16.3 percent. While Apple (NASDAQ:AAPL) is known for offering rare discounts on Black Friday, the world’s largest company has now become a bigger part of the shopping feast. The iPad generated more traffic than any other tablet or smartphone, accounting for almost 10 percent of online shopping, according to IBM. Apple also came in second, with its iPhone representing 8.7 percent of traffic, followed by Android’s (NASDAQ:GOOG) 5.5 percent share.
Looking only at tablet traffic share, the iPad dominated the field with a whopping 88.3 percent. The Barnes and Noble (NYSE:BKS) Nook came in a distant second with 3.1 percent, while the Amazon (NASDAQ:AMZN) Kindle logged 2.4 percent. The Samsung Galaxy represented only 1.8 percent of all tablet traffic.
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