NPD: 21 percent of smartphones users shopping with mobile apps on Black Friday, Amazon top mobile app and website

Mobile shopping app and website use rose on Black Friday last week, with more than 21 percent of smartphone users comparing prices on apps and 40 percent on websites, according to a blog post today from NPD.

The top app used by consumers was Amazon at nearly 10 percent, with 10 percent from Android users and 12 percent from iPhone users. eBay was the second most used app, with seven percent of users browsing through the online auction and shopping company’s app.

Mobile web was even stronger than native app usage, with 39.5 percent of Android users accessing shopping sites. Amazon was the leading mobile web destination for users, with 13 percent. Big-box stores including Walmart and Best Buy faired well, with mobile web usage of 6.3 percent and 2.5 percent respectively.

Men were more likely to use native apps on both Android and iPhone devices, while women were more likely to use mobile web at 45 percent versus 33 percent of men. Overall, the iPhone was used more as a shopping tool compared to Android at 28 percent against Android’s 21 percent.

Throughout the day on Black Friday, midnight to 4 a.m. saw the least amount of shopping activity, but activity spiked soon after and continued to rise throughout the day.

According to our traffic tracking service AppData, Amazon Mobile cracked into the top 25 in the top free apps category on iOS last Saturday and reached the No. 32 spot today in the top free apps category for Android.