IBM: Mobile Sales Jump 63%, Social Commerce Slips | Adweek
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IBM: Mobile Sales Jump 63%, Social Commerce Slips

Black Friday big for Apple, less so for Facebook and Twitter

With Apple's iPad and iPhone dominating activity, mobile sales on Black Friday hit 16 percent, according to a report from IBM, representing 63 percent growth compared to 2011. And in terms of sheer eyeballs, mobile was also huge on Black Friday (Nov. 23), per IBM, as 24 percent of consumers used mobile devices to visit a retail site.

Generally, it was a strong Black Friday for digital retail, as IBM's 2012 Holiday Benchmark Report found that online sales increased 21 percent year-over-year. However, interestingly, sales deriving from social networks like Facebook, Twitter, LinkedIn and YouTube fell roughly 35 percent compared to 2011.

Three other highlights from the report:
• Apple represented a huge chunk of the holiday pie. The iPad produced more traffic than any other tablet or smartphone, accounting for almost 10 percent of online shopping, while the iPhone was next at 8.7 percent. Meanwhile, Android devices generated 5.5 percent of the traffic.

•The iPad drew 88 percent of all tablet traffic, followed by the Barnes and Noble Nook at 3 percent, and then the Amazon Kindle the Samsung Galaxy, both at 2 percent.

• The age of the digital in-store shopper is here. Fifty-eight percent of Black Friday bargain hunters used smartphones while 41 percent utilized tablets.

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