comScore: Amazon, eBay lead all retailers on mobile commerce traffic
Four out of five U.S. smartphone owners accessed retailer websites or applications on their devices in July 2012, with Amazon and eBay generating more mobile traffic than any other merchants.
Research firm comScore reports 85.9 million total U.S. smartphone users aged 18 and older accessed retail content in July: Amazon led all destinations with an audience of 49.6 million unique visitors, representing 46.6 percent of smartphone owners, followed by eBay at 32.6 million visitors and Apple (NASDAQ:AAPL) at 17.7 million. Walmart led all traditional brick-and-mortar retailers with 16.3 million smartphone visitors, ahead of Target (10 million) and Best Buy (7.2 million).
comScore adds that seasonal activities are influencing mobile shopper trends: Ticketmaster attracted 5.7 million smartphone users in July as the summer concert schedule ramped up, while home improvements fueled visits to Home Depot (4.4 million visitors) and rival Lowe's (3.2 million).
(Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms)
While men and women represented roughly equal numbers of retail visitors across both smartphones and the desktop, comScore reports that females accounted for 56.1 percent of all retail minutes on mobile and 53.4 percent on PCs. Smartphone shoppers are typically younger than their desktop counterparts, with 70.7 percent of mobile retail visitors under age 45, compared to 61.1 percent on the desktop. In addition, subscribers 45 and younger generate nearly three in every four minutes of shopping on smartphones, as opposed to 61.6 percent of retail minutes on desktops.
Smartphone shopping audiences also originate from higher-income households than desktop audiences. Close to 33 percent of all smartphone owners accessing retail destinations hail from households with annual incomes in excess of $100,000, compared to 23.8 percent of desktop shoppers. In addition, shoppers from households with incomes of $75,000 and up account for 48.1 percent of all minutes spent on mobile retail sites and apps.
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