Last week, ComScore released their quarterly report on the status of the U.S. mobile subscriber market share covering April, May, and June. This week, Nielsen reported on mobile commerce activity during the month of June 2012. Let’s take a look at these stats.
Consumer Usage by Action
Of the 30,000 mobile subscribers surveyed by ComScore, the top three mobile market share leaders were Samsung (25.6%), LG (18.8%), and Apple (15.4%). 51.6% of those surveyed used Google Android as their platform, while 32.4% used Apple.
Mobile subscribers performed the following actions on their mobile device:
- 75% sent text messages
- 51.4% used downloaded apps
- 50.2% used mobile browser
- 36.9% accessed a social networking site or blog
- 33.4% played games
Commerce-based Apps Gain Popularity
Not only has overall mobile usage increased but mobile commerce also continues to grow. Nielsen’s report this week states nearly half of smartphone owners used shopping apps in June 2012. Specifically, there were 45 million smartphone owners who used apps in the shopping/commerce category.
The five apps leading in the commerce category were eBay Mobile, Amazon Mobile, Groupon, Shopkick, and LivingSocial. Unique users per app ranged from slightly more than 4 million users to over 13 million users each. The average time spent per month in the top five apps ranged from eight minutes to three hours.
Ranking sixth and seventh in mobile app usage were Walgreens and Target each serving over two million users and had an average in-app time of around eight minutes during the month. See Nielsen’s chart for more.
Consumers’ Needs: A Springboard
“Retailers are finding that consumers are willing to use smartphone apps to enhance their shopping experience, and this data shows usage of shopping apps is growing,” says Don Kellogg, director of telecom insights at Nielsen. “As more Americans use their smartphones while shopping and making purchases directly through apps, retailers should consider personalizing their targeted offerings around the needs of individual consumers.”
What does this mean to you? Whether it’s through an app, the browser, or a game, consumers are using their mobile devices to access information and connect with the brands they love. There are a great number of smartphone users who are taking advantage of the benefits of mobile commerce. If you haven’t thought about mobile’s place in your marketing initiatives you may be losing grasp on a valuable touch point to reach consumers.