There are 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 as a shopping tool. Earlier data from IBM showed the iPad 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%.