When it comes to buying toys this holiday season, many consumers will be turning to their mobile devices to help find the best deals. Revealing new research shows that Toys "R" Us, Amazon (NASDAQ: AMZN) and Target (NYSE: TGT) attract shoppers with the highest mobile capacity, while Walmart (NYSE: WMT), Kohl's (NYSE: KSS) and Kmart (NASDAQ: SHLD) shoppers showed lower mobile aptitude levels than the general population.
Among toy retailers, Toys "R" Us shoppers earned the highest score from Prosper Insights and Analytics at 137.6. Amazon came in second with 121.7, and Target placed third with 117.4.
"Since Toys "R" Us shoppers tend to be more affluent and have kids, they have both the means and motivation to be more mobile-savvy," Chrissy Wissinger, director of communications at Prosper Insights & Analytics told Mobile Commerce Daily. "They are using their devices to research products and compare prices more, which is driving their aptitude. These shoppers are squeezing the most out of their family budgets and are employing mobile technology to help them do it."
More than 40 percent of Toys "R" Us shoppers plan to research products and compare prices on their phones. Additionally, more than 20 percent plan to redeem coupons and purchase products on their phones.
Meanwhile, Kmart came in last place with a mobile aptitude score of 70.6, Kohl's earned 88.1, and Walmart earned 98.0.
Prosper's mobile aptitude score is determined by analyzing various mobile shopping and mobile usage behaviors to show how mobile savvy consumers are. To score the retailers, Prosper used 100 as the standard aptitude level of the general population so a score of 105 indicates a mobile aptitude 5 percent higher than the general population.
Respondents were asked about mobile ownership, app usage, coupon redemption, comparison shopping, researching products and purchasing products, Mobile Commerce Daily reported.
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