Discounting Pushes IPads to Top of Device Activations Around Christmas, Says Report
Supporting Adobe Analytics online sales data showing Apple’s iPad as a leading seller during the holiday season (see 1812200038), Localytics blogged Friday that iPads topped the list of new device activations during the period. Localytics determines lift in device activations…
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by calculating the percentage change in new devices in the days around Christmas vs. new devices in the average week for the same period. IPad sales were buoyed by strong Apple discounting during the holidays at Amazon, Walmart and Target, where consumers saved $100 on the 32 GB model and $80 on the 128 GB model, it noted. In 2016, iPads dominated the leaderboards for device activations over the Christmas holiday, and last year Google’s Pixel 2 phones and the latest trio of iPhones took the first five spots. The analytics firm expected the iPhone XR, released in late October, to lead device activation lifts over Christmas -- as it did over Black Friday weekend -- but the XR failed to beat the newest iPad, iPad Pro and iPad mini 4, it said. Lift in activations around Christmas vs. the previous three weeks were 219 percent for the sixth-generation iPad, 125 percent for the iPad Pro, 108 percent for the iPad mini 4 and 99 percent for the iPad Pro 4 vs. 88 percent for the iPhone XR, it said. Still, the XR had a strong Christmas, with activations over the Christmas period growing by 88 percent vs. 49 percent for the iPhone XS and 36 percent for the XS Max, it said. In iPhone market share through Dec. 27, the iPhone 7 led with 15.91 percent, followed by the 6S (11.6 percent), X (11.57 percent), 7 Plus (10.54 percent), 6 (9.47 percent), 8 Plus (9.43 percent) and 8 (9 percent).