Despite all of the focus on smartphone apps these days, mobile websites are more popular in the U.S. for shopping-related activities on the go, according to a new report from Nielsen this morning.

Amazon.com’s mobile website is the most popular, the research firm says. Nielsen’s numbers show the reach of Amazon’s mobile website topping 20 percent of iPhone and Android users in the U.S. during the Black Friday week last year, and averaging around 15 percent between November and February. Others in the top 5 are eBay, Wal-Mart, Best Buy and Target.

Nielsen reports, “Smartphone owners of both genders prefer retailers’ mobile websites over mobile apps, with men slightly more likely to try retailers’ mobile apps than women. However, consumers who use retailers’ mobile apps tend to spend more time on them.”

 

 

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