When it comes to using mobile commerce apps, iPhone users blow away Android device owners according to a panel’s report on commerce app usage. The numbers suggest that mobile retailers and other commercial enterprises stand to generate much more income per smartphone owner among Apple customers versus the Android consumer base.
iPhone leads Android devices in terms of both total minutes spent on commerce apps and the number of sessions initiated each month. Overall, 67.5 percent of iOS users engage with those apps, compared with just 43.9 percent of Android owners.
That data was produced through an Arbitron Mobile U.S. smartphone panel. Mobile marketers should be paying close attention to how commerce is approached on various mobile devices. Although iPhone represents the greatest revenue opportunity, the Android market is nothing to shrug off, especially with recent numbers suggesting that Android phones are selling at a faster rate than their Apple counterpart.
Keying in on Top-Performing Apps
Some retailers have done better than others at developing apps to satisfy consumers. eBay’s mobile app is an example of a retailer that targeted mobile traffic early on. As a result, eBay is the most commonly used mobile commerce app among U.S. smartphone users, according to the Arbitron data, with a use rate of 14.3 percent.
Following eBay was Amazon Mobile at 13 percent and Groupon at 11.1 percent. Passbook, the Apple-only digital wallet app, was fourth, with 8.1 percent of panelists using the commerce application. But Passbook had a low number of total monthly sessions and very short average use times because it is used primarily as a venue to access other online retailers.
Mobile Retail Websites Remain Relevant
While the value of mobile commerce apps — both now and going forward — is huge for online retailers, mobile-optimized retail websites continue to prove their value. Mobile websites are, on the whole, engaged by consumers much more than mobile commerce apps, although the frequency and length of those sessions are notably smaller.
Amazon is the top mobile retail website, gaining access from 34.7 percent of all U.S. smartphone users — more than 2.5 times the access rate of its mobile app. Google was second at 28.4 percent, followed by eBay, Craigslist and Walmart.
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