Retailer Mobile Websites Beat Apps among US Smartphone Owners

According to a study by Nielsen Smartphone owners are increasingly using their devices for shopping, from researching products and reviews, to comparing prices, finding retail locations, and redeeming coupons. Nielsen’s analysis shows that retail websites are more popular than retail apps, with Amazon leading the retailers.

The majority of smartphone owners used their devices for shopping this past holiday season

Other insights:

  • Smartphone owners of both genders prefer retailers’ mobile websites over mobile apps, with men slightly more likely to try retailers’ mobile apps than women. However, consumers who use retailers’ mobile apps tend to spend more time on them.
  • Target and Walmart skew female when it comes to their mobile websites, while Best Buy skews male. Amazon and eBay appeal to both genders.
  • All of the top 5 mobile retail websites experienced a “bump” during the days leading up to and following Black Friday, led by Amazon. This seasonal lift did not translate into an increase in regular usage, however. By January, active reach was back to October 2011 levels.

According to ohn Burbank, President of Strategic Initiatives at Nielsen:

“Retailers need to think of their business as a multi-channel environment that can potentially include mobile, online, and bricks and mortar stores.

Winning with shoppers requires a consistent experience across channels that reinforces the values you represent as a retail brand, whether it be price, service, reviews, selection, style, or other key attributes.”

 

Source: http://blog.nielsen.com/nielsenwire/?p=31164

Download the study at: http://www.nielsen.com/us/en/insights/reports-downloads.html

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