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BizReport : Mobile Marketing : March 13, 2012

U.S. mobile shoppers prefer mobile web to apps

When Nielsen analyzed smartphone usage among 5,000 American volunteers they found that while mobile retail websites are more popular than retail apps, combining the two results in maximum reach.

by Helen Leggatt

nielsen logo.pngThe survey, conducted during the 2011 holiday season, found that almost half (47.8%) of smartphone owners prefer to use the mobile web for shopping-related purposes while just 25.3% prefer gaining access via branded on-device apps.

However, Nielsen's analysis reveals that it's a combination of apps and mobile web that will result in the greatest reach.

"Retailers need to think of their business as a multi-channel environment that can potentially include mobile, online, and bricks and mortar stores," said John Burbank, President of Strategic Initiatives at Nielsen. "Winning with shoppers requires a consistent experience across channels that reinforces the values you represent as a retail brand, whether it be price, service, reviews, selection, style, or other key attributes."

Amazon's mobile website had the highest active reach of the top five retailers, found Nielsen, consistently over 15%.

Earlier this year a survey of 1,500 consumers who own a smartphone, tablet or computer by rich media firm Zmag's revealed that just 4% prefer to shop using mobile apps on their smartphones or tablets.

By comparison 14% prefer to shop via mobile websites on their smartphones and 9% with tablets.

"The study clearly demonstrates that mobile and tablet apps, on their own, are just not meeting connected consumers' browsing and purchasing needs in an increasingly complex retail landscape - and that browser-based commerce is their preference," said W. Sean Ford, COO and CMO of Zmags.

"For retailers and brands, there is enormous opportunity to capitalize on this complexity by designing engaging and consistent browser-based shopping experiences optimized for each device."

Tags: brand marketing, m-commerce, mobile app, mobile marketing, mobile shopping, mobile web, online retail, online shopping

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  • In my own mobile shopping experience, I personally prefer to have the option of choosing between
    an app and mobile web. Not all retailers have the means to have both
    available, but consumer choice is definitely a plus. I prefer to use a mobile
    app for stores I use frequently, whereas I would prefer mobile web for a
    retailer I seldom use.



    Mosaic Technology



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