Skip to main content

86 Million Americans Use a Smartphone to Shop

comScore released the results from the latest market study of U.S. mobile smartphone user shopping behavior, which found that 4 in every 5 people -- 85.9 million in total -- accessed retailer related content on their device in July, 2012.

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 research.

comScore says that adapting to today's online retail environment requires optimizing the experience across multiple platforms -- for both mobile websites and apps. Moreover, retailers that understand how people are engaging in mobile shopping behaviors are designing better user experiences.

As an example, 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, 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.

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.

Analysis of smartphone shoppers versus those visiting on desktop or laptop computers revealed new insights into audience demographics. 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.

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.

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 $100,000 or greater, with this income segment driving a comparable 31.2 percent of minutes spent on retail sites and apps.

Popular posts from this blog

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of

Global Pandemic Accelerates the Evolution of Transportation

Given the current trends across the globe, organizations that depend upon the continued growth of personal vehicle ownership will need to consider a plan-B scenario. While some companies will be able to adapt, others may find that their traditional business model has been totally disrupted. According to the latest worldwide market study by Juniper Research, Mobility-as-a-Service (MaaS) will displace over 2.2 billion private car journeys by 2025 -- that's rising from 471 million in 2021. Juniper believes that for MaaS to enjoy widespread adoption, subscription or on-the-go packages need to offer a strong combination of transport modes along with feasible infrastructure changes, high potential for data collection and low barriers to MaaS deployments. Mobility-as-a-Service Market Development The concept of MaaS involves the provision of multi-modal end-to-end travel services through a single platform by which users can determine the best route and price according to real-time traffic