May 7, 2012, 3:20 PM

44 million smartphone users visited Amazon in March, 27 million visited eBay

And smartphones are driving social media, according to new data from comScore.

Lead Photo

44 million smartphone users visited the e-retailer's m-commerce site (above) and mobile app in March.

Of the 97 million U.S. adults who own a smartphone running Apple iOS, Android or BlackBerry operating systems, 45.4%, or 44.0 million, visited Amazon.com Inc.’s m-commerce site or used the e-retailer’s apps in March, according to the new Mobile Metrix 2.0 report from web and mobile measurement firm comScore Inc. 28.0%, or 27.2 million, visited eBay Inc.’s m-commerce site or used the marketplace’s apps.

85.7% of the time these smartphone users spent with Amazon was with apps, while only 14.3% was spent on the mobile site, comScore says. With eBay, apps accounted for 82.4% of the time spent and the mobile site 17.6%. The results can offer guidance to retailers developing mobile commerce programs: For the top 15 Internet destinations measured by comScore, 81.5% of time spent was on apps while 18.5% was on sites.

Following are the top 15 mobile destinations, the number of unique visitors in millions and the percent reach, according to comScore:

  • Google Inc., 94.0, 96.9%
  • Facebook, 78.0, 80.4%
  • Yahoo sites, 66.2, 68.2%
  • Amazon.com, 44.0, 45.4%
  • Wikimedia Foundation sites, 39.1, 40.3%
  • Apple Inc., 38.3, 39.5% (99.7% of visits were through its iTunes and App Store apps)
  • Cooliris Inc., 28.5, 29.4%
  • AOL Inc., 28.0, 28.9%
  • eBay Inc., 27.2, 28.0%
  • Zynga, 26.6, 27.4%
  • Twitter, 25.6, 26.4%
  • Rovio (Angry Birds), 25.1, 25.8%
  • The Weather Channel, 24.1, 24.9%
  • Microsoft sites, 24.0, 24.7%
  • ESPN, 23.3, 24.0%

On the social media front, smartphones are driving significant consumer engagement. 80.4% of iPhone, Android and BlackBerry users in March accessed Facebook through its mobile site or app, 26.4% Twitter, 7.9% LinkedIn, 7.7% Pinterest, 5.7% foursquare and 4.6% Tumblr, comScore finds. Smartphone visitors to Facebook spent on average 441.3 minutes on the social network’s site or app in March; 114.4 minutes on Twitter, 12.9 minutes on LinkedIn, 52.9 minutes on Pinterest, 145.6 minutes on foursquare and 68.4 minutes on Tumblr, comScore says.

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