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Do I Hear an iPad Christmas? Yes, Indeed



Tablets are not only being given as gifts this holiday season, people are shopping on them as well. IBM (IBM) released its annual Black Friday report, noting that U.S.-based shoppers increased sales by 18.9% year-over-year on Black Friday, with mobile sales playing a huge part in that.

IBM noted that mobile traffic grew to 39.7% of all online traffic on Black Friday, with mobile sales accounting for 21.8% of all online sales, up 43% year-over-year. Most of that spend came from tablets, with tablets driving 14.4% of all online sales, twice that of smartphones. Tablet spend was also higher than smartphone spend, with the average tablet order at $132.75, compared to $115.63 for a smartphone user.

As such, more push notifications (alert messages and popups) were sent to mobile devices on Thanksgiving and Black Friday, than over the past two months. IBM noted that on average, retailers sent  37% more push notifications during the two days, with Thanksgiving getting more push notifications than Black Friday. Average retail app installation surged by 23% during the same time frame.

Though Google (GOOG) may dominate in tablet market share, with Android-based devices accounting for a much higher percentage than Apple's iOS operating system, iOS users are more valuable, when it comes to purchasing habits. "On average, iOS users spent $127.92 per order, compared to $105.20 per order for Android on Black Friday," IBM wrote in the report. Apple's iOS accounted for 28.2% of all online traffic, and 18.1% of all online sales. By comparison, Android accounted for just 11.4% of all online traffic, and only 3.5% of online sales.

These statistics go back to what Apple's Cook has said many times before: that it's about usage share, and not about market share for Apple. "We are not solely focused on unit share as I've said many times," Cook said on Apple's fourth-quarter earnings call. "But we're focused on usage in customer's side, the loyalty and other things that are very important to us."

--Written by Chris Ciaccia in New York

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Stock quotes in this article: AAPL, GOOG, IBM 

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