Comscore study on mobile retail shopping


Key findings –

– 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.
– Among both iPhone and Android users, Amazon ranked as the top retailer attaining a reach of 43 percent among iPhone users and 55 percent among Android users, with visitation to the Amazon Appstore largely accounting for the higher reach among Android users.
– Apple commanded a much stronger and expected 33.5 percent reach among iPhone owners compared to 7.3 percent among Android users.
– Females accounted for a higher share of time spent on retail destinations at 53.4 percent of minutes on desktop computers and an even greater share of retail minutes on smartphones at 56.1 percent
– 70.7 percent of smartphone retail visitors under the age of 45 compared to 61.1 percent of desktop users
– Among smartphone audiences accessing retail destinations, nearly 1 in every 3 had a household income of $100k or greater, with this income segment driving a comparable 31.2 percent of minutes spent on retail sites and apps.
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