Amazon Sites led as the top retailer with an audience of 49.6 million visitors, while multi-channel retailers including Apple (17.7 million visitors), Wal-Mart (16.3 million visitors), Target (10 million visitors) and Best Buy (7.2 million visitors) also attracted significant mobile audiences as well.
Across both smart phones and desktop computers, males and females represented nearly equal proportions of retail category visitors. However, females accounted for a higher share of time spent on retail destinations at 53.4 percent of minutes on desktop computers and an even greater share of retail minutes on smart phones at 56.1 percent, comScore says.
Smart phone shoppers were also more likely to be younger than their desktop counterparts with 70.7 percent of smart phone retail visitors under the age of 45 compared to 61.1 percent of desktop users.
Engagement among these audiences showed even greater disparity with visitors under the age of 45 accounting for nearly 3 in every 4 minutes spent on retail content via smart phones, compared to 61.6 percent of retail minutes on desktop computers.
Smart phone retail audiences were more likely to reside in higher income households compared to desktop computer users, likely as a result of smartphone ownership skewing towards higher income segments compared to an average consumer.
Among smart phone audiences accessing retail destinations, nearly 1 in every 3 had a household income of $100k or greater, with this income segment driving a comparable 31.2 percent of minutes spent on retail sites and apps.
Among smart phone audiences accessing retail destinations, nearly 1 in every 3 had a household income of $100k or greater, with this income segment driving a comparable 31.2 percent of minutes spent on retail sites and apps.
| Selected Retail Properties by Unique Smartphone Visitors(000) (Mobile Browser and App Audience Combined) July 2012 Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms Source: comScore Mobile Metrix 2.0 | ||
| All Smartphones | ||
| Total Unique Visitors (000) | % Reach | |
| Retail Category | 85,905 | 80.6% |
| Amazon Sites | 49,636 | 46.6% |
| eBay | 32,583 | 30.6% |
| Apple | 17,684 | 16.6% |
| Wal-Mart | 16,295 | 15.3% |
| Target | 10,041 | 9.4% |
| Best Buy | 7,177 | 6.7% |
| Ticketmaster | 5,699 | 5.3% |
| CVS | 4,468 | 4.2% |
| The Home Depot | 4,353 | 4.1% |
| Blockbuster | 4,017 | 3.8% |
| Barnes & Noble | 3,804 | 3.6% |
| Walgreen | 3,707 | 3.5% |
| Limited Brands | 3,261 | 3.1% |
| Lowes | 3,246 | 3.0% |
| Etsy | 3,160 | 3.0% |
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