Four in five US smartphone users--85.9 million people--accessed retail content on their devices in July, reports comScore; Amazon Sites had 49.6 million visitors, followed by Apple with 17.7 million, Wal-Mart with 16.3 million, Target with 10 million
September 20, 2012
– comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study on U.S. smartphone shopping behavior based on data from its comScore Mobile Metrix 2.0 service. The study found that 4 in every 5 smartphone users – 85.9 million in total – accessed retail content on their device in July. Amazon Sites led as the top retailer with an audience of 49.6 million visitors, while multi-channel retailers including Apple (17.7 million visitors), Wal-Mart (16.3 million visitors), Target (10 million visitors) and Best Buy (7.2 million visitors) also attracted significant mobile audiences.
“With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment,” said Mark Donovan, comScore SVP of mobile. “But adapting isn’t always easy, especially when considering the complexity of the mobile environment, which requires optimizing the experience across multiple platforms and for both mobile websites and apps. The retailers who best understand how consumers are engaging in mobile shopping behaviors and design their strategies accordingly will be best positioned to capitalize on these shifting market dynamics.”
Amazon Sites Leads as the Top Retail Destination for Smartphone Owners
In July 2012, 85.9 million people age 18 and older visited a retail destination via a mobile browser or app on their smartphone, representing 4 in every 5 smartphone owners (accessing from a device running the iOS, Android or RIM operating systems). Analysis of selected retailers found that Amazon Sites led as the top destination with an audience of 49.6 million unique visitors, representing 46.6 percent of smartphone owners, followed by eBay with 32.6 million visitors and Apple with 17.7 million visitors. Wal-Mart had the largest reach among traditional brick-and-mortar retailers with 16.3 million visitors, followed by Target with 10 million visitors and Best Buy with 7.2 million smartphone visitors.
Ticketmaster attracted 5.7 million visitors as summer concerts and performances saw fans turn to their smartphones for tickets and information, while seasonal home improvements fueled visitation to the Home Depot (4.4 million visitors) and competitor Lowes (3.2 million visitors).
As mobile becomes an increasingly important channel for retailers to reach current and potential customers, other companies are recognizing the opportunity smartphones present throughout the shopping process. Shopkick, a shopping rewards app that provides points for consumers who visit retail partners’ physical stores such as Target, Macy’s, Best Buy, etc., saw its mobile audience reach more than 4 million visitors in July, demonstrating one way consumers are turning to their mobile devices as part of their in-store shopping experience.
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