Luxury Institute News

November 30, 2013

Are Apple users savvier shoppers?

Posted in Mobile
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By Quentin Fottrell
MarketWatch
November 29, 2013

Owners of iPhones and iPads pay a premium for their Apple (NASDAQ:AAPL)   devices, but that doesn’t mean they aren’t looking to save a few bucks elsewhere. 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 (NASDAQ:GOOG)   Android, according to the “IBM Digital Analytics Benchmark,” a real-time analysis of millions of online transactions from 800 retailers. The type of device used also affects sales. Smartphone owners browse, while tablet owners buy, the study found: Tablets drove 15% of online sales versus 9% for smartphones.

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.

Click the link to read the entire article which includes a quote from Milton Pedraza, CEO of Luxury Institute: http://www.marketwatch.com/story/are-apple-users-savvier-shoppers-2013-11-29/print?guid=6C5C5C18-5911-11E3-8B2D-00212803FAD6

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