October 1, 2012, 12:00 AM

Mobile marches on

80% of smartphone owners visited a retail site or app in July.

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Roughly 85.9 million consumers, about four of every five U.S. adult smartphone owners, accessed retail content on their mobile device via a mobile commerce site or app in July, web and mobile measurement firm comScore Inc. finds in a new study.

"With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment," says Mark Donovan, comScore senior vice president of mobile.

Across both smartphones and desktop computers, men and women represented nearly equal proportions of retail category visitors, comScore says. However, women accounted for a higher share of time spent on retail destinations at 53.4% of minutes on desktop computers and an even greater share of retail minutes on smartphones at 56.1%.

Smartphone shoppers were also more likely to be younger than their desktop counterparts, with 70.7% of smartphone retail visitors under the age of 45 compared with 61.1% of desktop users, comScore finds. Engagement among these audiences showed even greater disparity as visitors under the age of 45 accounted for nearly 75% of minutes spent on retail content via smartphones, compared with 61.6% of retail minutes on desktop computers.

bill@verticalwebmedia.com

@IRmcommerce

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