According to a detailed analysis of smartphone usage by the media research company Nielsen, mobile shoppers are increasingly tending to prefers mobile websites over apps.
Smartphone owners are increasingly using their devices for shopping, from researching products and reviews, to comparing prices, finding retail locations, and redeeming coupons.
According to the research, for which Nielsen installed a monitoring program on the smartphones of 5,000 US volunteers during the 2011 holiday season, the combined apps and mobile sites of m-commerce retailers Amazon, Best Buy, eBay, Target and Walmart reached nearly 60 percent of smartphone owners.
The research also revealed that men are more likely to try retailers’ mobile apps than women and that consumers who use mobile apps tend to spend more time on them than on mobile sites.
John Burbank, President of Strategic Initiatives at Nielsen, said: “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.”