Consumers using their iPhones were responsible for the record growth in online shopping, according to Tech Crunch. Mobile shopping accounted for an overall 34% share of Black Friday sales. Custora.com reports an even higher number, over 36%.

While tablets declined 2% from 2014. Smartphones generated a record 22% share of sales, 70% more than last year.

Customers were far more likely to use their Apple device rather than Android. Nearly 78% of all mobile orders were made on Apple devices, according to Custora.

They also reported that email marketing was the biggest marketing channel on Black Friday, responsible for 25% of all transactions (better than online search).