Eighty percent of smarthphone users access retail content on their devices and Walmart is the third most popular destination, according to research from comScore Mobile Metrix 2.0.
The firm’s study found that 4 in every 5 smartphone users – 85.9 million in total – accessed retail content on their device in July. That figure is only going to increase, especially in the coming months as this year promises to be the most mobile Christmas yet.
Amazon sites led as the top retailer with an audience of 49.6 million visitors, while multi-channel retailers that attracted large audiences included Apple (17.7 million visitors), Wal-Mart (16.3 million visitors), Target (10 million visitors) Best Buy (7.2 million visitors) Ticketmaster (5.7 million visitors) Home Depot (4.4 million visitors) and Lowes (3.2 million visitors).
"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. "But adapting isn’t always easy, especially when considering the complexity of the mobile environment, which requires optimizing the experience across multiple platforms and for both mobile websites and apps. The retailers who best understand how consumers are engaging in mobile shopping behaviors and design their strategies accordingly will be best positioned to capitalize on these shifting market dynamics."
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 such as Target, Macy’s, Best Buy, etc., 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.