Apps may be all the rage, but a new study from Nielsen shows that it’s mobile websites that are getting all the attention from shoppers.
This past holiday season, Nielsen monitored the smartphone shopping habits of 5,000 volunteers. They concentrated on five big sellers — Amazon, Best Buy, eBay, Target and Walmart — and found that, combined, they reached nearly 60 percent of those shoppers.
In spite of all the hoopla around holiday shopping apps, the majority used the mobile websites to complete their purchases.
You could look at these stats and say that people don’t want to shop with apps but it’s more likely a case of e-commerce confusion.