Today has been a big numbers day. First, we learned from IBM that the iPad dominated online shopping this Cyber Monday for tablet use. Then, we heard from Monetate that online shopping in general is shifting consumers toward mobile devices, again, dominated by the iPad. With all this research floating around, Asymco analyst Horace Dediu ran some figures of his own and discovered that Android phones are more popular than ever, but consumers aren’t really using them to their full potential.
First off, it is important to note that Android-based phones account for almost 75 percent of the smartphone market while iPhones account for about 15 percent. ABI Research recently reported that the iPad dominates the tablet market with 55 percent of the market share, but there are still more Android-based devices in the world than there are iOS-based devices.
With that in mind, Asymco determined that, in the U.S., Android-based devices captured 21 percent of mobile shopping between Thanksgiving day and Black Friday this year, while iOS devices captured 77 percent. Dediu calls this the “Android Engagement Paradox.” Even though Android devices outnumber iOS devices, the latter mopped the floor when it came to website visits during the biggest shopping event of the year.
According to Dediu, iPhones contributed to about two thirds of online traffic and Android one third. As far as tablets are concerned, the iPad contributed to 88 percent, while the next highest was from Kindle and Nook traffic with 5.5 percent.
Dediu’s research led him to question why Android users don’t engage with their phones more. “I find it surprising that US Android users would behave so differently only two years after the platform began to be widely adopted,” he said. “That pettern is not happening with iOS even after five years and certainly not with the iPad which is about as old as most Android brands.”
According to Dediu, shopping is not the only contradiction with Android devices and their uses. Developers and publishers have reported differences in consumption on iOS versus Android as well.
There is no research to explain why the Android Engagement Paradox exists. Much of Asymco’s research is based on online shopping, not app usage, so the quality and quantity of apps is not part of the equation. While there are a lot of mid-grade models of Android phones, some of the mosre expensive devices, including Samsung’s Galaxy Tab, run on Android, so it is not a matter of financial status. It is simply an unknown paradox.
[Via: Business Insider]