ComScore recently released a study on U.S. smartphone shopping behavior reporting that four in every five smartphone users—85.9 million in total—accessed retail content on their device in July.

Predictably, the retailers with the most audience were Amazon (49.6 million), Apple (17.7 million visitors), Wal-Mart (16.3 million), and Target (10 million visitors).

The study also found revealing information about the demographics of smartphone shoppers. Females accounted for a higher share of time spent on retail destinations on mobile at 56.1 percent; 70.7 percent of smartphone retail visitors are under the age of 45, compared with 61.1 percent of desktop computer users. Smartphone retail audiences were more likely to reside in higher income households, with nearly one in three of those smartphone users having a household income of $100,000 or greater.

“Independent retail jewelers are behind the curve when it comes to the use of electronic media,” says Todd Wasylyshyn, founder of the ToddWaz Report. “I think this study represents a wake-up call that we need to look at it not as something out of The Jetsons, but tools for today’s jewelry retailer. In today’s media saturated market, the jeweler who is able to grasp and implement digital electronic media marketing will own the lion’s share of their market going forward.”

Does your store have a mobile marketing strategy? What’s your target audience?

For more coverage on mobile retail, check out:

• What Retailers Need to Know About Mobile POS Systems
• Mobile Payments Poised for Huge Growth
• How Retail Jewelers Can Capitalize on Smartphone Selling
• Is M-Commerce a Necessity for Retailers in 2012?

JCK