While the social network isn’t doing away with its direct-sale initiative, it is focusing its attention on ads that drive consumers to retailers’ sites.
Other top destinations include eBay, Google and Facebook.
Amazon.com Inc. has become a major destination for smartphone owners. Of the 97 million U.S. adults who owned a smartphone running Apple iOS, Android or BlackBerry operating systems, 45.4%, or 44.0 million, visited Amazon.com's m-commerce site or used the e-retailer's apps in March, according to the Mobile Metrix 2.0 report from web and mobile measurement firm comScore Inc.
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.
EBay Inc. isn't far behind Amazon.com, with 28.0% of smartphone users having visited eBay's m-commerce site or used the marketplace's apps. For eBay, apps accounted for 82.4% of the time spent and the mobile site 17.6%.
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, with 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.