One-Third of Consumers Are Visiting Top Digital Retail Sites Via Mobile Exclusively

New research from comScore’s Data Mine reveals that while the majority of the digital consumers use both desktop and mobile devices, around one-third of consumers are visiting the top digital retail brands exclusively via mobile as of September 2013. And those visiting sites via mobile are “behaving very differently” depending on which retailer they are engaging with.

Engagement with retailers via mobile is split: some consumers tend to use the mobile app for a given retail brand, while others visit the brand’s mobile site.  The research shows that for the top three online retail properties – Amazon, eBay and Apple sites – visitors spend the majority of the time engaging via mobile app. This is in stark contrast to other retail brands, where consumers spend 71-98% of their time engaging through the mobile web (not through the brand’s app).

Retail via Mobile - comScore research

Why is there such a sharp divide?  According to comScore, the difference is easy to explain: mobile users are only willing to download a certain amount of apps, so they choose their favorite few and then use the mobile web to browse among the rest.

Does this place other retailers at a disadvantage? The report says yes; these brands then rely on their mobile site, which may not be optimized for easy shopping (compared to desktop), and the brand is not “front-and-center” on consumers’ mobile screens.  The solution? Retail brands who want to see m-commerce grow need to get consumers to download and use their app.

How many retail apps are on your mobile phone?

  • Misha Maruma

    In China people who use their phone to shop online usually use an e-commerce app. This is because of the close integration between social media, online banking (similar to PayPal) and the retail app they use.

    If retail brands want to see m-commerce grow then surely integration is a necessity.

    • are these e-commerce apps created by the retail stores? Or are they independent 3rd-party apps?

      • Misha Maruma

        They are created by the retail companies themselves. For example the company Alibaba owns (C2C) and (B2C) which are popular websites and now apps. They also have the most popular banking app Alipay (similar to PayPal) which you can use to purchase your products from the app or website. They have acquired a stake in Weibo (social media) and are now developing their own social media platforms.

        • Interesting. Thanks for the information, @mishamaruma:disqus