COLUMBIA, Md., April 15, 2013 /PRNewswire/ -- A greater
percentage of iPhone® users (67.5 percent) use mobile
apps for commerce compared to Android™ users (43.9 percent) in the
Arbitron Mobile U.S. smartphone panel. iPhone users spend more time
than Android users with mobile commerce apps (105.3 minutes/month
vs. 87.6 minutes/month) and conduct more virtual shopping trips (35
sessions/month vs. 29.5 sessions/month.)
Mobile
Commerce On-Device App Use
|
iOS vs.
Android
|
|
Mobile
OS
|
User
%
|
Minutes/Month
|
Sessions/Month
|
iOS
|
67.5
|
105.3
|
35.0
|
Android
|
43.9
|
87.6
|
29.5
|
U.S.
Arbitron Mobile Trends Panels™
Service, Persons 18+, February 2013
|
Mobile Commerce Apps
eBay is the mobile app used by
the largest share of U.S. smartphone panelists—14.3 percent. eBay
mobile cybershoppers used the app in 34.6 sessions for an average
of one hour and 48 minutes in the month.
Passbook, the Apple iOS digital wallet app, was the number four
mobile app, used by 8.1 percent of the Arbitron Mobile smartphone
panelists. While among the top apps in terms of user penetration,
Passbook, which serves as a portal to other mobile commerce apps,
garnered far less average time in use and far fewer sessions than
apps that include the ability to search for something to
buy.
Mobile
Commerce Apps
|
Top 5
on-device mobile apps used
|
|
Mobile
App
|
User
%
|
Minutes/Month
|
Sessions/Month
|
eBay
|
14.3
|
108.4
|
34.6
|
Amazon
Mobile
|
13.0
|
40.0
|
10.9
|
Groupon
|
11.1
|
22.2
|
9.1
|
Passbook
|
8.1
|
2.0
|
2.6
|
Craigslist
Mobile
|
6.6
|
80.4
|
17.3
|
U.S.
Arbitron Mobile Trends Panels™
Service, Persons 18+, February 2013
|
Mobile Commerce Web Domains
Compared to mobile
commerce apps, web domains are accessed, whether directly by
browser or as a consequence of app usage, by a significantly larger
share of U.S. smartphone panelists, but the time spent and the
number of sessions each month with web domains are significantly
smaller.
Amazon, the leading web domain for smartphone commerce, is
accessed by 34.7 percent of U.S. smartphone panelists, compared to
the Amazon Mobile app, which is used by 13 percent of the panel.
The Amazon users spend far less time accessing the Amazon domain
than with the Amazon app (19.8 minutes/month vs. 40.0 minutes/month
for the mobile app). Amazon users also access Amazon via their
smartphone browser far less often—5.7 average sessions/month vs.
10.9 average sessions for the Amazon mobile app.
Mobile
Commerce Web Domains
|
Top 5
browsing domains visited
|
|
Mobile
Domains
|
User
%
|
Minutes/Month
|
Sessions/Month
|
Amazon
|
34.7
|
19.8
|
5.7
|
Google
|
28.4
|
3.7
|
4.2
|
eBay
|
18.0
|
22.8
|
5.8
|
Craigslist
|
15.6
|
60.6
|
14.2
|
Walmart
|
15.4
|
8.5
|
3.5
|
U.S.
Arbitron Mobile Trends Panels™
Service, Persons 18+, February 2013
|
Editors Note:
In this analysis of smartphone mobile
commerce, the use of app stores for mobile commerce, whether
platform or third party, are not included.
About Arbitron Mobile
Arbitron Mobile Oy, a wholly
owned subsidiary of Arbitron Inc., uses a proprietary, on-device
software meter to provide marketers, the media, content providers,
app developers, and wireless access suppliers with information on
how mobile consumers use apps, surf the web, engage in social
media, participate in e-commerce, and employ their devices to
communicate.
For more information, contact: mobile@arbitron.com or visit the
Arbitron Mobile website.
Available insights into the behavior of smartphone users in the
Arbitron Mobile panels are included in previous releases regarding
social media use, mobile VoIP use, and mobile data consumption.
About Arbitron
Arbitron Inc. (NYSE: ARB) is an
international media and marketing research firm serving the
media–radio, television, cable and out-of-home; the mobile
industry; as well as advertising agencies and advertisers around
the world.
iPhone® is a registered trademark of Apple Inc.
Android™ is a trademark of Google Inc.
SOURCE Arbitron Inc.