comScore says digital media, apps drove Christmas

Apps and digital media were a fifth of all the spending online during Christmas Day, comScore said on Wednesday. Those paying either individually or through subscriptions for apps, e-books, music, and video shot up from the 2.8 percent average between the start of November and December 26 to exactly 20 percent on December 25. The spike could be directly attributed to a rush of mobile devices, mostly on Apple's iOS, as well as gift cards.

About 3.7 million Android devices activated this weekend, although Google has declined to give a one-day figure.

The surge would likely keep levels above normal for the next week, comScore said, as people arrive home and otherwise find time to start adding content.

Data from the whole two months was positive for comScore, which saw the overall revenue from online holiday shopping up 15 percent to just under $35.3 billion. Some of the largest growth came from Black Friday, the day after Thanksgiving and usually the day for the steepest discounts from Apple and others. Cyber Monday, the online-only aftermath, also grew 22 points. Black Friday was disproportionately low at $816 million in a season marked by multiple billion-dollar shopping days, but this may have reflected many people turning to physical stores first.

By Electronista Staff