Users of Microsoft products spend more and convert at twice the rate of those using Apple, research of online spending habits by media agency Nunn Media has found. you can read the full report here.

With the Christmas shopping season in full swing, analysis of eight of Australia’s largest retailers has found while Apple users were 13 per cent more likely to purchase online and their average basket size was four per cent more compared Samsung users, Microsoft came top in both.

Independent media agency Nunn carried out the research over a nine month period. It found users of Microsoft products including its tablet range Windows Surface Pro and Windows enabled smartphones spent on average $140.13 per online compared to Apple users at $117.68 and Samsung at $112.08. Google users edged higher than those of Apple with an average order value of $125.31.

Nunn Media managing director Matt Nunn explained that Microsoft users spending the most was no surprise considering the cost of their devices. “It’s easy to forget that a Windows Surface Pro can cost up to $4,000 compared to an iPad which can be as low as $500 attracting a more premium market.”

In conversion rates, Microsoft also leads the pack at 1.54 per cent compared to Apple at 0.77 per cent, Samsung at 0.68 per cent and Google 0.66 per cent.

Nunn Media’s head of digital Justine Scott added: “Ten years ago, targeting iPhone users was always the most lucrative as they were the innovators in Australia with the highest likelihood to spend. With Apple now mainstream, this has shifted to Windows and their Surface Pro products.”

For more on the research click here.