NEW YORK — During the 2011 holiday season, the top retail applications and websites combined — including Amazon, Best Buy, eBay, Target and Walmart — reached nearly 60% of smartphone owners, according to Nielsen.
“The majority of smartphone owners used their devices for shopping this past holiday season,” said John Burbank, president of strategic initiatives at Nielsen. “Mobile shopping has reached scale and is only going to grow as smartphone penetration continues to rise.”
Nielsen’s metering of the smartphones of 5,000 U.S. volunteers participating in Nielsen’s mobile research also revealed the following:
Smartphone owners of both genders prefer retailers’ mobile websites over mobile apps, with men slightly more likely to try retailers’ mobile apps than women. However, consumers who use retailers’ mobile apps tend to spend more time on them.
Target and Walmart skewed female when it comes to thei