According to a report issued by US-based internet analytics company ComScore, 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.
The report has also found that retailer penetration differs between iPhone and Android 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. In contrast, Apple had a 33.5 percent reach among iPhone owners compared to 7.3 percent among Android users. Among the majority of the selected retailers, iPhone had a higher penetration compared to Android, while in most cases Android devices delivered a larger audience due to the platform’s higher overall market penetration.
Furthermore, the report has found that, across both smartphones and desktop computers, males and females represented nearly equal proportions of retail category visitors. However, 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.
The study has shown that smartphone shoppers were also more likely to be younger than their desktop counterparts with 70.7 percent of smartphone retail visitors under the age of 45 compared to 61.1 percent of desktop users. Engagement among these audiences showed even greater disparity with visitors under the age of 45 accounting for nearly 3 in every 4 minutes spent on retail content via smartphones, compared to 61.6 percent of retail minutes on desktop computers.
Finally, the study has revealed that smartphone retail audiences were more likely to reside in higher income households compared to desktop computer users, likely as a result of smartphone ownership skewing towards higher income segments compared to an average consumer. Among smartphone audiences accessing retail destinations, nearly 1 in every 3 had a household income of USD 100.000 or greater, with this income segment driving a comparable 31.2 percent of minutes spent on retail sites and applications.
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