Web shoppers on the go are more likely to shop at Target (NYSE:TGT) and Apple (Nasdaq:AAPL) from their mobile phones, according to a new study by mobile engagement provider Mobiquity. The data also shows that compared to last year, the volume of mobile shopping has increased significantly in 2013, in some cases even tripling.
Target was the most-browsed retailer on mobile over the past six months, knocking Walmart from the top spot, while the Apple Store topped the list with the most mobile sales, an honor formerly held by Best Buy. According to the report, 39 percent of smartphone shoppers and 45 percent of tablet shoppers said they had browsed Target's app and site, up from 22 percent and 28 percent, respectively, last year. The number of customers who made purchases on the Apple Store app reached 49 percent, a substantial increase over last year's 14 percent.
Target has made a slew of investments into its mobile offerings this year, including its mobile deals platform, Cartwheel, which allows users to choose from hundreds of offers and issues one-day-only deals of 30 to 50 percent off items. Just last week, Target announced the Target Awesome Shop, an e-commerce storefront based on its products' ratings on Target.com and Pinterest. When viewed on a phone or tablet, the shop features products displayed vertically, mimicking the user-friendly experience of a mobile news feed on a social media site.
With the holidays only two weeks away, the Mobiquity data also found that respondents are increasingly using their phones and tablets to cross off items on their gift lists. Forty-nine percent of shoppers said they'll spending $100 or more using smartphone apps, more than doubling last year's 23 percent.
For retailers who aren't seeing a surge in mobile sales, Mobiquity's survey results could shed some insight on why. The study found that 50 percent of shoppers complained that shopping on retailers' tablet apps involves too many steps and another 49 percent said they couldn't find the products they were looking for on retailers' tablet sites. When it comes to shopping via the small screens on smartphones, image is everything. Forty-one percent of users who shopped on their cellphones said that retailers' photos were too hard to view, causing them to navigate elsewhere or abort their shopping mission altogether.
For more see:
-This Mobiquity report
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