Monday, November 26, 2012

Marketers: Go after iPad users, not Twitter and Facebook

IBM released their 2012 Black Friday online shopping results.  There are a few notable findings from the reports.  I wanted to highlight two points:

- The iPad Factor: The iPad generated more traffic than any other tablet or smart phone, reaching nearly 10 percent of online shopping. This was followed by iPhone at 8.7 percent and Android 5.5 percent. The iPad dominated tablet traffic at 88.3 percent followed by the Barnes and Noble Nook at 3.1 percent, Amazon Kindle at 2.4 percent and the Samsung Galaxy at 1.8 percent.

- Social Sales: Shoppers referred from Social Networks such as Facebook, Twitter, LinkedIn and YouTube generated .34 percent of all online sales on Black Friday, a decrease of more than 35 percent from 2011.

1. iPad Factor

iPad had disproportional share of online shopping traffic to its market share.  Its market share is at little south of 75%, but it generated about 83% of all online shopping over Thanksgiving weekend.  An observation  from this data may be that iPad owners are more affluent and technology savvy to shop online.

What about the rest of 26% of Android tablets?  My guess is that iPad owners tend to own multiple devices, and they are choosing iPad to shop online instead of their Android devices.

iPad tablet market share against the rest of tablets.
Even though iPad market share may shrink, we are likely to see
greater percentage of traffic generated by iPad in the near future.

2. Social Sales

Social media has once again proven to be very inconsequential to driving shoppers to the online stores.  In fact, IBM study shows 0% of links (none of the links) from tweets were followed by shoppers to make the purchase.

Note that Twitter referral is zero, nada, zilch.
Overall social media referral has dropped.
Source: IBM Report 

It makes sense.  Twitter is a real-time news network or a real-time communication network in most people's mind.  People come to Twitter to keep up with what their friends and celebrities are up to.  It's difficult to make a product pitch to someone who is looking to catch up while they are on the move.

Full IBM report is available here for download.

No comments:

Post a Comment