More figures highlighting mobile shopping growth: Page views on the iPhone and iPad increased 35% during the Thanksgiving weekend compared to a year ago, according to Compuware’s E-commerce and Retail Real User Index. For Thanksgiving Day and Black Friday, page views on the Apple devices jumped 250%.
The increase is driven in large part by the proliferation of iPhones and iPads in the last year, with overall smartphone penetration surpassing 50% in the U.S., and tablets at 15% to 20%.
The Compuware findings also underscore the popularity of the iPad in particular as a shopping tool. Earlier data from IBM showed the iPad alone accounted for more traffic than any other tablet or smartphone, driving almost 10% of all online shopping on Black Friday. The iPhone generated 8.7%.
More widely, Compuware said the majority of sites were performing well despite the spike in holiday traffic. "The lack of a significant Web performance event starting from Thanksgiving Day evening indicates that retailers are prepared for the holiday shopping season," it stated.