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Cyber Monday Winners: Apple, Mobile

Chris Ciaccia | Technology Reporter
Tuesday, 27 Nov 2012 | 10:32 AM ET
David Paul Morris | Bloomberg | Getty Images

Consumers turned out in droves for Cyber Monday deals, as sales figures show a record shopping day, approaching $2 billion. One trend is clear. Shoppers are increasingly turning to their phones and tablets to do their shopping, and Apple is poised to benefit.

International Business Machines noted that the iPad is driving more retail shopping than any other device, with more than 7 percent of all sales done on mobile devices. The next most heavily used device is the iPhone, coming in at 6.9 percent. Android devices accounted for 4.5 percent of all purchases. Android is Google's mobile operating system.

Adobe Systems posted on its blog that Cyber Monday sales grew 17 percent year-over-year to $1.98 billion, as consumers took to their smartphones and tablets to make purchases. According to the Adobe Digital Index, mobile sales accounted for 22 percent of all Cyber Monday sales, with the toys and sporting goods sections seeing the most growth, followed by health and beauty.

IBM confirmed the mobile trend in its own Cyber Monday data, noting that mobile devices accounted for close to 13 percent of all sales, a 96 percent increase on Cyber Monday 2011. This data was as of 12 a.m. PST on Tuesday, and slightly conflicts with Adobe's data, but the trend is clear. Mobile is the big winner.

Apple recently updated both its iPhone and iPad lineups, and that bet is paying off, as consumers turn to these devices to shop. Apple announced the iPhone 5 in September, and unveiled both the iPad Mini and fourth-generation iPad in an event in San Jose, Calif., in October. TheStreet covered both events.

Adobe noted that: "Mobile shopping has passed the tipping point." With "showrooming" —where consumers view a product in a store before buying it online — a growing concern for retailers such as Best Buy, people are increasingly turning to their phones and tablets while they wait on lines, on the couch, or even at the dinner table.

One area that has yet to take off in a drastic way is social network shopping. Both Adobe and IBM noted that social network referrals are still relatively small percentage of overall sales. IBM noted that social network referrals accounted for only 0.41 percent of all online sales on Cyber Monday, a decrease of 26 percent from 2011. Adobe noted it represented 2 percent of total visits.

Facebook and Twitter accounted for 77 percent of referrals according to Adobe, with Pinterest accounting for 15 percent, the largest gainer year-over-year.

—By TheStreet.com's Chris Ciaccia

Additional News: Cyber Monday Is No Longer a One-Day Tradition

Additional Views: 'Lull Period' Ahead for Retailers: Pro

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