Big online retailers are still reaching far more users with their mobile websites than their mobile apps, Nielsen’s latest report shows.
The report was conducted on 5,000 U.S. smartphone users who participated in the research.
It shows that the combined reach for five big online retailers – Amazon, eBay, Target, Best Buy and Walmart – was around 50% of users for their mobile website, and around 25% of users for their mobile app in the period from October 2011 till January 2012. The combined reach averaged 52% to 59%.
Out of these five retailers, Amazon is by far the biggest, with its mobile website having a reach of over 15% in this period. It is followed by eBay with a 5% reach, and Walmart, Best Buy and Target, all of which have a reach lower than 5%. Interestingly enough, though, all of these retailers experienced a healthy reach “bump” on Black Friday, except eBay, whose bump was significantly less noticeable.
Finally, Nielsen’s report unveils a gender discrepancy between the mobile website visitors of these five retailers. Best Buy is predominantly visited by males (61%), while females (65% of them, to be exact) prefer Target. Walmart’s mobile website is also preferred by females, while eBay and Amazon are equally preferred by male and female visitors.
Image credit: Nielsen
More About: mobile apps, mobile websites, Nielsen, online retailers
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