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App-hungry consumers shop eBay and Amazon.
Half of U.S. smartphone owners (50.3%) used mobile commerce apps in June 2012, according to new research from the Nielsen Co. Overall, 48 million smartphone owners used apps in Nielsen's shopping/commerce category, each accessing on average 17 shopping apps during the month.
EBay Inc. and Amazon.com Inc. attracted 13 million and 12 million unique monthly visitors, respectively, Nielsen reports. Bricks-and-mortar retailers like Target Corp. received significant mobile traffic from shoppers looking to find the best deals in their local retail stores, the research firm adds. Nielsen tracked the shopping app use of a panel of more than 5,000 U.S. consumers on Google Inc. Android and Apple Inc. iPhone smartphones.
"Retailers are finding that consumers are willing to use smartphone apps to enhance their shopping experience, and this data shows usage of shopping apps is growing," says Don Kellogg, director of telecom insights at Nielsen.