U.S. Smartphone Shoppers Skew More Affluent

86 million Americans used their smartphone to access a retail website/app in July 2012, according to data published by comScore this week. It comes as no surprise that Amazon is the number one destination for mobile shoppers. With almost 50 million smartphone visitors in July, Amazon reached an impressive 47% of American smartphone subscribers. eBay and Apple are ranked second and third in terms of their mobile audience, followed by retail giants Wal-Mart and Target.

Another interesting tidbit in comScore’s press release shows that smartphone shoppers skew towards higher income classes compared to stationary online shoppers: in July 2012, 48 percent of smartphone users visiting retail destinations lived in a household earning $75k or more. This is probably caused by the fact that smartphone users in general tend to be more affluent, nonetheless it adds weight to the argument that online retailers can no longer afford to ignore mobile audiences.