Click to enlarge. Source: IBM Digital Analytics Benchmark
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.
Click twice to enlarge.
