- Overall Thanksgiving online sales were up 14.3% compared to 2013 (IBM)
- Total online spend on Thanksgiving day reached $1.33B (Adobe)
- Thanksgiving day mobile traffic accounted for more than half of all online traffic (IBM)
- Black Friday online sales were up 9.5% YoY (IBM)
- Black Friday mobile traffic increased by 25% over 2013, accounting for 49.6% of all online traffic while mobile sales accounted for 27.9% of total online sales (IBM)
- Total online spend on Black Friday reached $2.4B (Adobe)
- Cyber Monday sales were up by 8.5% compared to 2013 (IBM)
- Cyber Monday mobile traffic accounted for 41.2% of all online traffic while mobile sales accounted for 22% of online sales (IBM)
With the historic numbers related to the use of mobile devices, there is a lot of focus on iOS vs. Android shoppers. Simply put, iOS users use their mobile devices more for online shopping and more importantly, buy more than Android users – in this case, four times more. This comparison is not new. Historically, iOS users spend more on apps than Android users. With these recent numbers, there’s again a lot of talk on how these affects future app development. Developers will almost always develop for iOS first and may even forego developing for Android.
As an Android user, it irks me to have to hold on to my iPad because some apps are simply not available on Android but I understand why. It further irked me when I saw this quote from Jay Henderson, director of IBM Smarter Commerce:
iPhone and iPad buyers tend to be slightly more affluent and more comfortable with technology.
Affluent, I can agree but more comfortable? The iOS’ value proposition is its simplicity – don’t offer too many choices on how something is done and the user will just get it. This is why, even your most un-tech savvy friend or family member has an iPhone/iPad. Go to an Android and the learning curve is a little steeper (but once you’re there, you can do so much more productive things on an Android). But I digress, this post is not about pitting iOS and Android users’ tech-savviness. This post is to poke some holes on those mobile spend numbers because as an Android and iOS user who happens to *love* shopping, I have experienced firsthand as to why I browse/buy less on my Android.
Why I browse and buy less on my Android vs. iOS
- There are fewer shopping apps for Android. Thankfully, most sites are now mobile-friendly but they are far from perfect. Case in point is Net-a-Porter: I was filtering for dresses in size S. But after sorting for low-high prices, it resets the size. This only happens in the sale section which is what Black Friday and Cyber Monday are all about.
Incidentally, browsing the sale section at Barney’s mobile site is limited to filtering between “Men”, “Women”, “Home”, “Kids”, etc. There are no filters for size and sub-categories so results number to 12,000 items which can test the patience of even the most avid shopper.
Based on sites that I use, here’s a sample of shopping apps for iOS and Android:
- Even when shopping apps exist, they can be buggy. During Black Friday when Zara, site-wide was 30%, the bugginess of the app was very pronounced in my Android. While the iOS experience remained smooth, I saw blank spaces where images of items should be when I scrolled down. This happens all the time but during big sale periods, the blank space stays longer (minimum 5 seconds) and the app crashes constantly.
Google’s ambitions for Android are not focused on the users’ immediate dollar value
As more and more metrics pit the dollar value of Android users vs. iOS users, it will only perpetrate the cycle: developers will focus less on making the Android experience more robust; Android users spend less money; iOS users are more valuable – and so on. In this case, I sometimes get frustrated with Google for not marketing the Android platform better to developers. I understand that they have ambitions beyond users spending money within their devices but at some point, will Apple’s easy/seamless ecosystem trump Android adoption globally? But then again, Google’s currency, to put simply, is information and large amounts of it. Even if Android dominance falters in North America, there’s billions in the rest of the world who will not be able to afford iOS devices (especially if Apple continues to act like a Veblen good*) and will most certainly adopt the Android platform. And that’s several billions of users using a platform that Google controls. Scared yet?