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Shoppers whip out mobile gadgets to tackle Black Friday madness

Mobile shopping numbers jump an impressive 34 percent over last year, with tablets trumping phones at the moment of purchase, and iOS seemingly getting the edge on Android.

Mobile shopping was all the rage this Black Friday, accounting for 39.7 percent of all online traffic -- a jump of an impressive 34 percent over last year's post Thanksgiving Day shopping free-for-all.

That's according to the IBM Digital Analytics Benchmark report for Thanksgiving weekend 2013, which tracked millions of transactions from about 800 U.S. retail Web sites.

Actual sales from mobile gadgets were strong too: 21.8 percent of total online sales, an uptick of almost 43 percent over last year.

Here're some other Black Friday numbers and factoids from the IBM report:

  • It was a record Black Friday for e-commerce, with online sales climbing 18.9 percent over last year. Average order value was $135.27, a 2.2 percent increase over 2012.
  • Smartphones accounted for 24.9 percent of all online traffic, compared with 14.2 percent for tablets. When buying time arrived, however, tablets were tapped twice as often: logging 14.4 percent of all online sales, compared with smartphones' 7.2 percent.
  • Tablet users spent $132.75 per order on average, compared with $115.63 from smartphone users, a 15 percent difference.
  • Apple's iOS mobile operating system had the edge on Android. Users of iOS spent $127.92 per order, compared with $105.20 from users of Android. iOS traffic accounted for 28.2 percent of all online traffic, compared with Android's 11.4 percent, and iOS sales reached 18.1 percent of all online sales, compared with Android's 3.5 percent.
  • In the social-media realm, shoppers referred from Pinterest spent 77 percent more per order on average than shoppers referred from Facebook -- $92.51 as opposed to $52.30. But quantity counts too: Facebook referrals converted sales at nearly four times the rate of Pinterest referrals.
  • Black Friday prompted people to install retailers' mobile apps so they could get the latest updates on deals. Average daily retail app installations on Thanksgiving Day and Black Friday combined were 23 percent higher than they were during the two months leading up to the Mad Shopping Weekend. And retailers took advantage, sending 37 percent more push notifications on Thanksgiving Day and Black Friday combined, compared with those same two months.
  • The top five cities for online shopping on Black Friday were New York City, Atlanta, Los Angeles, Washington, D.C., and Chicago.