iPhone X Owners Made The Most Out Of Black Friday Shopping

It seems iPhone X users spent almost twice as much on Thanksgiving and Black Friday sales than other smartphone shopper, on average.

According to a Tuesday (Nov. 28) report published by Retail Dive, a recent study compiled by Software as a Service (SaaS) mobile marketing analytics platform AppsFlyer found that Apple iPhone X shoppers were responsible for approximately $100 million in in-app purchases. Their average order value (AOV) was 70 percent higher than Samsung smartphones, 40 percent higher than Google Pixel users, exceeded other iPhones by 30 percent and beat out Samsung Galaxy phones by 28 percent.

In terms of consumer spend, mobile device shopping was responsible for 37 percent of the record $5.03 billion in total Black Friday revenue this year, digital marketing research platform Adobe Digital Insights reported.

Adobe’s data noted the AOV for Apple iOS devices was $127, a 5.1 percent increase from 2016, and a 10 percent rise in conversions, as well. Android devices, by comparison, saw $112 per order on average and a 1.5 percent growth, with 8.1 percent conversion rate growth from 2016.

The iPhone X made news earlier this year not only for its high purchase price and delayed release dates, but also for its enhanced capabilities related to augmented reality (AR) and facial recognition. Many retailers — including Ikea, Williams-Sonoma and Toys R Us — have hopped on the AR bandwagon and are creating AR mobile shopping experiences to appeal to iPhone X and other advanced technology users this holiday shopping season and beyond.

One of the largest hurdles for mobile marketing is mobile shopping conversions, Retail Dive noted, and this season has already seen some growth. Mobile advertising engagement rates rose 111 percent during the week before Thanksgiving, and click-through rates increased by 154 percent, according to data from Rakuten Marketing. The 2017 much-anticipated Cyber Monday sales did not disappoint, either, totaling approximately $6.6 billion and up 16.8 percent from 2016.



The How We Shop Report, a PYMNTS collaboration with PayPal, aims to understand how consumers of all ages and incomes are shifting to shopping and paying online in the midst of the COVID-19 pandemic. Our research builds on a series of studies conducted since March, surveying more than 16,000 consumers on how their shopping habits and payments preferences are changing as the crisis continues. This report focuses on our latest survey of 2,163 respondents and examines how their increased appetite for online commerce and digital touchless methods, such as QR codes, contactless cards and digital wallets, is poised to shape the post-pandemic economy.