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Study: Holiday iPhone shoppers more valuable than Android users


New York - iPhone users were more valuable than Android users ($97 to $91 average market basket) during Thanksgiving weekend but Android tablet users were more valuable than iPad ($105 to $102). According to data from online personalization technology vendor Sailthru, desktop average order value was $106, tablet was $102, and smartphone was $96.

Android users converted at a rate 28.5% higher than iPhone users. On desktop, Safari was the winning browser with the highest conversion rate (3.31%) and highest average order value ($145), with Chrome coming in second (2.9% conversion, $118 AOV).

The majority of revenue coming in on Thanksgiving was from repeat buyers (59%) compared to first time buyers (41%). Of first time buyers, the majority had signed up with a given brand in the last week (53%). When comparing Thanksgiving to a regular shopping day, online shopping spiked around 8 p.m. ET, presumably after everyone was done eating.
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