Mobile Web Beats Smartphone Apps, Says Nielsen

What's Next In Payments®
3:37 PM EST March 12th, 2012

The U.S.’s top five retailers reached nearly 60% of all smartphone users via app or website in December, new data from Nielsen suggest, based on a sampling of 5,000 users. The latest estimate from comScore suggests that a 60% share of smartphone users represents roughly 60 million buyers. 

But most of that reach came through the mobile web browser, rather than dedicated apps. As shown in the below graphic, 51% of the 5,000 smartphone users sampled by Nielsen accessed a top-five retailer’s mobile website in December, with just 28% using these retailers’ apps. Furthermore, the combined reach percentage — 59% — shows that just 8% of smartphone users connected with retailers through apps alone, whereas the majority of app users also accessed the retailer’s mobile site.

More information is available at Nielsen’s website. 

Comments
Also by This Author
What's Hot
Merchant Innovation
Dynamic Pricing Gets Lift At Ski Resorts
Mobile Commerce
Is Fraud Running Rampant On Apple Pay?
News
February Chills 11-Year High Consumer Confidence
News
Uber’s Driver Data Breach Hidden For Five Months
View All Articles ››
You May Also Like
Merchant Innovation
Pay With ‘Cheers’ Through Social Messaging App
B2B Payments
Internet Of Things Will Swell To 5.2B Devices By 2020
Mobile Commerce
Neiman Marcus, Office Depot to Add MasterCard Digital Wallet
Uncategorized
Bill Gates: 2 Billion Mobile Bank Accounts by 2030
View All Articles ››