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The report was conducted on 5,000 U.S. smartphone users who participated in the research.
It shows that the combined reach for five big online retailers - Amazon, eBay, Target, Best Buy and Walmart - was around 50% of users for their mobile website, and around 25% of users for their mobile app in the period from October 2011 till January 2012. The combined reach averaged 52% to 59%.
Out of these five retailers, Amazon is by far the biggest, with its mobile website having a reach of over 15% in this period. It is followed by eBay with a 5% reach, and Walmart, Best Buy and Target, all of which have a reach lower than 5%. Interestingly enough, though, all of these retailers experienced a healthy reach "bump" on Black Friday, except eBay, whose bump was significantly less noticeable.
Finally, Nielsen's report unveils a gender discrepancy between the mobile website visitors of these five retailers. Best Buy is predominantly visited by males (61%), while females (65% of them, to be exact) prefer Target. Walmart's mobile website is also preferred by females, while eBay and Amazon are equally preferred by male and female visitors.