Are Apple users savvier shoppers? iOS devices account for disproportionate number of Black Friday searches

“Owners of iPhones and iPads pay a premium for their Apple devices, but that doesn’t mean they aren’t looking to save a few bucks elsewhere,” Quentin Fottrell reports for MarketWatch. “In fact, though Android devices outnumber those running iOS, Apple users were four times as likely to search for Black Friday deals, new research finds.”

“As retailers released their Black Friday deals online on Thanksgiving, data indicates that owners of Apple devices were on the case. U.S. consumers using Apple’s iOS operating system drove 19% of online sales compared to 5% for Google’s Android, according to the ‘IBM Digital Analytics Benchmark,’ a real-time analysis of millions of online transactions from 800 retailers,” Fottrell reports. “Apple also has far more affluent customers than Android, says Milton Pedraza, CEO of the Luxury Institute. What’s more, Apple users spent $127 per order online versus $113 for Android, the IBM study found. Android phones are sold at heavy discounts, while Apple keeps a tight rein on its pricing for iPads and iPhones, says Thomas Husson principal analyst at Forrester Research. ‘iOS users also tend to be more mobile-savvy than Android’s,’ he says.”

“Apple products also command a pricing premium among advertisers compared to Google’s operating system,” Fottrell reports. “The cost-per-thousand views – a key metric in the advertising industry – was 34% higher on Apple devices than on Android in September 2013, according to MoPub, a mobile ad exchange that allows app publishers and advertisers to bid for ads.”

Read more in the full article here.

MacDailyNews Take: Apple users are better educated than Android users, so of course they’re savvier shoppers, too.

MacDailyNews Take: As we explained last year in November 2012:

Google made a crucial mistake: They gave away Android to “partners” who pushed and continue to push the product into the hands of the exact opposite type of user that Google needs for Android to truly thrive. Hence, Android is a backwater of second-rate, or worse, app versions that are only downloaded when free or ad-supported – but the Android user is notoriously cheap, so the ads don’t sell for much because they don’t work very well. You’d have guessed that Google would have understood this, but you’d have guessed wrong.

Google built a platform that depends heavily on advertising support, but sold it to the very type of customer who’s the least likely to patronize ads.

iOS users are the ones who buy apps, so developers focus on iOS users. iOS users buy products, so accessory makers focus on iOS users. iOS users have money and the proven will to spend it, so vehicle makers focus on iOS users. Etcetera. Android can have the “Hee Haw” demographic. Apple doesn’t want it or need it; it’s far more trouble than it’s worth.

Related articles:
Android users poorer, shorter, unhealthier, less educated, far less charitable than Apple iPhone users – November 13, 2013
IDC data shows two thirds of Android’s 81% smartphone share are cheap junk phones – November 13, 2013
IDC: Android worldwide smartphone market share passes 80% – November 12, 2013
Apple Maps makes killer comeback as Google Maps loses access to world’s most desirable mobile customers – November 12, 2013
Android phones 3 times more likely than Apple iPhones to have been bought at discount store – August 22, 2013
CIRP: Apple iPhone users are younger, richer, and better educated than those who settle for Samsung knockoff phones – August 19, 2013
Twitter heat map shows iPhone use by the affluent, Android by the poor – June 20, 2013
Apple’s iPhone generates more in carrier fees than rival smartphones – January 30, 2013
Unsurprisingly, survey says Apple’s iOS is highest priority among mobile developers – January 23, 2013
People buy more Android phone units and do less with them vs. Apple’s revolutionary iPhone – November 14, 2012
Study: iPad users more likely to buy – and buy more – online than traditional PC users – September 29, 2011
iPhone users smarter, richer than Android phone users – August 16, 2011
Yankee Group: Apple iPhone owners shop more, buy more, remain more loyal vs. other device users – July 20, 2010
iPhone owners more likely to pay for digital content – November 26, 2009
Study: Apple iPhone users richer, younger, more productive than other so-called ‘smartphone’ users – June 12, 2009
Apple iPhone users buy many more apps, surf the Web much more than other ‘smartphone’ users – March 27, 2009

7 Comments

  1. Android users rarely get much of a data plan and the overages cost them as much as $1.00. This is a deal breaker for most of them and they are likely not going to use data to search. It seems that the service providers have been very successful in converting feature phone users to wannabe iPhone look-alikes with Android huge phones but most of those users have no idea what their phone will do and just want to make the odd emergency phone call.

    1. Went to see “Frozen” this afternoon. One of the advertisements was for the Galaxy S4 showing features in use. At the end of the commercial (in tiny print) was a line that said ‘features shown not available on all carriers and models’. Yeah, that’s the handset I want.

  2. Kinda helps prove the point that most Android buyers buy because some salesman pushed it on them, not that they went out looking for an Android phone specifically.

  3. The only people who switch to Android are those who break their iPhone before the 2 year contract is up, don’t have AppleCare, and can’t afford to buy a new iPhone at the full price. So, they settle (begrudgingly) for an Android POS.

  4. I have two friends with Android phones. Neither has set up email on their phone. They also don’t peruse the internet and only have apps that were included on the phone when purchased. The only thing they use their phones for is phone calls and texting. I don’t understand why they bothered getting smart phones.

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