Because the online mobile experience isn't as engaging.
The data goes further to show the split between device types. I illustrate this split with the following graphs:
![Screen Shot 2012-11-26 at 11-26-10.11.11 AM](https://lh3.googleusercontent.com/blogger_img_proxy/AEn0k_uxHDkbWtlfiXZ97VgA3S9qEE_qCb5xRqTp5TG1OuYDDQm2fOy9kzQc8tvfWQGigJrq2hiA20Sm5DyMpvAHS5QLyGlCg3NyQqdT2IGACD2D44ESYidGzdX-Hd4EXtcv5EO2RMuMu71WXaHcXrz7IkfYSyyM5dqN0tSMiqbH_1Jsjbg48w=s0-d)
Of the 24% of traffic made up by mobile devices, phones contributed 13% and tablets 11% (or 54% and 46% of mobile respectively). Of the phone traffic, iOS devices were about two thirds of traffic and Android one third. Of tablet traffic, iPad was 88%, Kindle and Nook were 5.5% Galaxy Tab was 1.8% and other tablets were 4.4%.
Overall, iOS was 77% generated mobile traffic and Android (excl. Kindle, Nook) was 23%.
That’s an interesting snapshot of the consumption of mobile devices, but is there a pattern here? I also took a look at the same data from 2011 and 2010.
![Screen Shot 2012-11-26 at 11-26-10.19.57 AM](https://lh3.googleusercontent.com/blogger_img_proxy/AEn0k_unuP0STJ1Oi58mlLmSiG_wtqIIe9vBlRiIyzTAyUj2wljE3Yr25ONQhGqj4F8jMw8_pTrmfePh0-FjpCwJfcKXxbIoAXKotdMAXMo6w7xBsccizXauMzbvCuvhRqfCeZpUNsB1bHPw2h4r_ot5v_pefiwwoYMI-IWAk4lOvSzl57QMgQ=s0-d)
![Screen Shot 2012-11-26 at 11-26-10.20.06 AM](https://lh3.googleusercontent.com/blogger_img_proxy/AEn0k_v_41OQeC3BVcCw3knYx9op-MbupR61rB9bPKhvMjRmVpAhJ03rVwMKi62CIm7PiNcV629irOt_af9GMBNgTdTFq-igwd79JqHoBCHlKHs3h7WyXH45J-OmNQv02W_RO8ZRvliXtCYdDmVycfv56A8vdOdbnIX1gMfOQMejzpyeQcXvgA=s0-d)
Besides the pattern of significant mobile growth (from 5.2% to 24% of online in two years) there is the curious effect of iOS growth outpacing Android growth. Android went from 1.43% of Black Friday shopping traffic in 2010 to 4.92% in 2012. In same time iOS went from 3.85% to 18.46%. In other words, while Android is up by a factor of 3.4, iOS is up by a factor of 4.8.
The reason is evident in the graphs above: the iPad is now the predominant mobile shopping device. You can observe the pattern in the following graph:
The Android engagement paradox
IBM’s Digital Analytics Benchmark reported US Black Friday sales and the news is reasonably good. Overall online sales grew by 17.4% while mobile grew to make up 24% of traffic.The data goes further to show the split between device types. I illustrate this split with the following graphs:
Of the 24% of traffic made up by mobile devices, phones contributed 13% and tablets 11% (or 54% and 46% of mobile respectively). Of the phone traffic, iOS devices were about two thirds of traffic and Android one third. Of tablet traffic, iPad was 88%, Kindle and Nook were 5.5% Galaxy Tab was 1.8% and other tablets were 4.4%.
Overall, iOS was 77% generated mobile traffic and Android (excl. Kindle, Nook) was 23%.
That’s an interesting snapshot of the consumption of mobile devices, but is there a pattern here? I also took a look at the same data from 2011 and 2010.
Besides the pattern of significant mobile growth (from 5.2% to 24% of online in two years) there is the curious effect of iOS growth outpacing Android growth. Android went from 1.43% of Black Friday shopping traffic in 2010 to 4.92% in 2012. In same time iOS went from 3.85% to 18.46%. In other words, while Android is up by a factor of 3.4, iOS is up by a factor of 4.8.
The reason is evident in the graphs above: the iPad is now the predominant mobile shopping device. You can observe the pattern in the following graph: