At a time when the marketing world is thinking increasingly about the value of consumer time spent with media, and the brands that are represented on it, new data released today by comScore reveals just how dominant the leader is in the digital retail category.
“When comparing actual time spent at each retailer in minutes, Amazon's 22.6 billion minutes is more than retailers ranked numbers 2 through 10 combined,” Ryan Williams, head of client insights-retail, travel and CPG at comScore, said while presenting the data as part of the measurement firm’s presentation on the “2018 State of the U.S. Online Retail Economy” today.
In fact, just looking at Amazon’s mobile minutes -- which are still only a fraction of Amazon’s total digital minutes -- Williams noted, “these exceed total digital traffic across eBay, Walmart, Wish, Kohl's and Etsy combined.”
Keeping an eye on mobile time spent among retailers is especially, important, he said, because it is the fastest-growing platform for digital retailers, and it is accounting for an increasing share of purchases in a wide variety of categories.
Williams pointed out that there's still a considerable lag between the amount of time spent with mobile vs. its share of dollars spent by consumers on retail sites. Currently, Williams estimates its
about a 40% gap, but it's closing as mobile commerce is growing at faster rates than desktop.