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September 21, 2012

Amazon No. 1 Choice of Mobile Shoppers

Amazon is leader of the pack when it comes to mobile shopping, a comScore report has found.

The online retailer drew 49.6 million unique visitors to one of its mobile sites or apps in July — that is 46.6 percent of U.S. Smartphone owners, according to comScore.

In the No. 2 spot was eBay, scoring 32.5 million, or 30.6 percent of Smartphone customers.  Apple, had 17.7 million (16.6 percent), Wal-Mart, 16.3 million (15.3 percent), and Target, 10 million (9.4 percent). Other retailers in the top 15 were Ticketmaster, Best Buy, CVS, The Home Depot, Lowes, Blockbuster, Barnes & Noble, Walgreens, Limited Brands and Etsy.

Four out of five Smartphone owners — 85.9 million people — accessed retail content on their phones in July.

“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,” stated 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,” he added. “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.”

Analysis of Smartphone shoppers versus those using desktop or laptop computers revealed new insights into audience demographics, the report stated.

Across both Smartphones and computers, males and females represented nearly equal proportions of retail category visitors. Females, however, spend more time on retail destinations.

Smartphone shoppers were, on average, younger than their computer peers with 70.7 percent of Smartphone retail visitors under the age of 45 compared to 61.1 percent of computer users.

Smartphone retail audiences were also more likely to reside in higher income households compared to computer users, probably due to Smartphone owners tending to be better off than the average consumer. For instance, nearly one in every three had a household income of $100,000 or more.