It’s no secret that smartphone owners are using their devices as a shopping tool more now than ever.
From shopping and researching products to comparing prices and redeeming coupons, shoppers are increasingly tethered to their smartphones.
As a result, retailers are responding with mobile apps and websites designed to attract smartphone shoppers.
So, who’s winning so far? That’s the question asked by market research giant Nielsen in a detailed new report.
According to the findings, retail websites are more popular than retail apps, and that Amazon’s is the most popular retail mobile website of all.
Nielsen’s metering of the smartphones of 5,000 U.S. volunteers participating in Nielsen’s mobile research shows that during the 2011 holiday season, the top retail apps and websites combined — Amazon, Best Buy, eBay, Target and Walmart — reached nearly 60 percent of smartphone owners.
“The majority of smartphone owners used their devices for shopping this past holiday season,” says John Burbank, President of Strategic Initiatives at Nielsen. “Mobile shopping has reached scale and is only going to grow as smartphone penetration continues to rise.”