10% of online purchases -- and 88% of tablet purchases -- were made on an iPad

By Philip Elmer-DeWitt
November 25, 2012

FORTUNE — Apple AAPL devices loomed larger than expected in IBM’s IBM final report on this year’s surge of online buying Thanksgiving Day and Black Friday.

Online sales were up both days — 17.4% and 20.7%, respectively — from 2011.  But the biggest surge came from mobile devices — and in particular from purchases made on an iPad or iPhone.

The highlights of IBM Digital Analytics Benchmark‘s Apple-related findings:

  • The Mobile Factor: Mobile buying soared, with 24% of U.S. consumers using a mobile device to visit a retailer’s site, up from 14.3% in 2011.  Actual sales from mobile devices hit 16.3%, up from 9.8% in 2011.   
  • The Apple Factor: The iPad generated more traffic than any other tablet or smartphone, accounting for nearly 10% of online shopping. This was followed by the iPhone at 8.7% and all Google GOOG Android devices combined at only 5.5%.
  • The iPad Factor: The iPad dominated tablet traffic at 88.3% followed by the Barnes and Noble BKS Nook at 3.1%, Amazon AMZN Kindle at 2.4% and the Samsung Galaxy at 1.8%.

That only 5.5% of sales were made on Android devices was a bit of a shock given their rapid gains in market share in 2012.  According to IDC, Android claimed 75% of the smartphones sold in the third quarter to Apple’s 15%.

Below: An IBM graphic summarizing its full findings.

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