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Online shoppers prefer websites to mobile apps

March 13, 2012

In spite of developing mobile commerce, consumers still prefer making purchases through more traditional ecommerce sites, according to a report by Nielsen.

In spite of developing mobile commerce, consumers still prefer making purchases through more traditional ecommerce sites, according to a report by Nielsen.

The study found that although the majority of smartphone users shopped on their devices over the holiday season, more turned to companies’ mobile websites than apps for online credit card payment processing. Amazon, Best Buy, eBay, Target and Wal-Mart were the top five retailers in mobile sites and apps. The brands reached approximately 60 percent of all smartphone owners during November and December.

When it comes to making purchases through mobile credit card processing services on apps, Nielsen reported that males are more likely to try than female shoppers.

“Retailers need to think of their business as a multi-channel environment that can potentially include mobile, online, and bricks and mortar stores,” said Nielsen president of strategic initiatives John Burbank in a statement.

A multi-channel strategy should provide shoppers with the same quality of service and content no matter which platform they use. Price, service, reviews, style, selection and other key attributes should be consistent across channels to make a brand’s efforts and values effective, said Burbank. 

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