New figures from smartphone owners in the USA show that retail websites are still more popular than stand-alone apps.
Nielsen’s detailed analysis of smartphone usage reveals that retailers’ mobile websites are more popular than their mobile apps, with Amazon having the most popular retail mobile website of all. The top five retail apps and websites combined - Amazon, Best Buy, eBay, Target and Walmart - reached nearly 60% of US smartphone owners.
The research also revealed that shoppers preferred retailers’ mobile websites over mobile apps, although consumers who used retailers’ mobile apps tended to spend more time on them.
John Burbank, President of Strategic Initiatives at Nielsen, said “The majority of smartphone owners used their devices for shopping this past holiday season. Mobile shopping has reached scale and is only going to grow as smartphone penetration continues to rise. 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.”