Apple remained the dominant platform for holiday mobile shoppers as iPad and iPhone users accounted for 78.3 percent of mobile e-commerce orders over Thanksgiving Day. Buyers using any device using some form of Android contributed only 21.5 percent of online orders.
Those figures come from Custora's E-Commerce Pulse, the marketing firm's report on online buyers and shopping trends, including "200+ online retailers, 500 million anonymized shoppers, and $100B in e-commerce revenue."
On Thanksgiving Day, the firm noted that online shopping revenue grew by 12.5 percent over last year, while transactions were up by 10.8 percent over the same day in 2014.
Online orders made using mobile phones or tablets jumped to 39.3 percent of all online sales on Thanksgiving, surpassing the 34.3 percent threshold reached last year. Apple iOS continues to command more than 3.6 times the commercial relevance in online shopping compared to all Android makers collectively
The increasing popularity of mobile devices among online shoppers has particularly favored Apple's iOS, which has retained its dominant lead, despite slipping 1.6 percentage points over last year, when 79.9 percent of mobile orders were placed using an iOS device.
Apple iOS continues to command more than 3.6 times the commercial relevance in online shopping compared to all Android makers collectively. This occurred despite the fact that Apple remains a minority platform in terms of units sold, and that the overall use of mobile devices has grown significantly.
Apple's smartphone market share, as estimated by comScore, hovers slightly above 40 percent in the U.S..