Survey: 4-out-of-5 smartphone users access retail content

RESTON, Va. — Four-out-of-every-5 smartphone users — 85.9 million people — accessed retail content on their device in July, according to a study by ComScore.

Amazon led as the top retailer with an audience of 49.6 million visitors, representing 46.6% of smartphone owners, followed by eBay with 32.6 million visitors and Apple with 17.7 million visitors. Walmart had the largest reach among traditional brick-and-mortar retailers with 16.3 million visitors, followed by Target with 10 million visitors and Best Buy with 7.2 million smartphone visitors.

"With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment," ComScore SVP mobile Mark Donovan said. "The retailers who best understand how consumers are engaging in mobile shopping behaviors and design their strategies accordingly will be best positioned to capitalize on these shifting market dynamics."