New York -- During the 2011 holiday season, the top retail apps and websites combined — Amazon, Best Buy, eBay, Target and Walmart — reached nearly 60 % of smartphone owners, according to Nielsen.
“The majority of smartphone owners used their devices for shopping this past holiday season,” said 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.”
Nielsen’s metering of the smartphones of 5,000 U.S. volunteers participating in Nielsen’s mobile research also revealed the following:
“Retailers need to think of their business as a multichannel environment that can potentially include mobile, online, and brick-and-mortar stores,” said Burbank. “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.”