The Android Engagement Paradox: Why Do Its Users Shop Less?

IBM’s “2012 Holiday Benchmark Reports” detail U.S. Black Friday sales and the news is reasonably good. Overall online sales grew by 17.4 percent, while mobile grew to make up 24 percent of traffic. The data goes further to show the split between device types. I illustrate this split with the following graphs: Of the 24 percent of traffic made up by mobile devices, phones contributed 13 percent and tablets 11 percent (or 54 percent and 46 percent of mobile, respectively). Of the phone traffic, iOS devices were about two thirds of traffic and Android one third. Of tablet traffic,

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