The majority of consumer prefer to access retailers' mobile websites using their smartphones instead of accessing native applications, according to Nielsen. The research firm also noted that during the 2011 holiday season, the majority of U.S. smartphone owners used their devices to shop.

Click here to view the charts from the Nielsen study.

Nielsen reports that the top five retailer apps and websites combined--Amazon.com, Best Buy, eBay, Target and Walmart--reached 59 percent of all U.S. smartphone owners during the holiday period. All five of the top mobile retail sites, led by Amazon, experienced a bump in activity during the days leading up to and following the Black Friday shopping frenzy, although active reach returned to October 2011 levels by January 2012.

Although both men and women tend to favor mobile websites over retailer apps, male shoppers are slightly more likely to try an app than their female counterparts, Nielsen said. But consumers who use retailers' apps tend to spend more time on them, lending credence to the argument that stores should continue to support both apps and the mobile web.

"Retailers need to think of their business as a multi-channel environment that can potentially include mobile, online, and bricks and mortar stores," said Nielsen President of Strategic Initiatives John Burbank in a statement. "Winning with shoppers requires a consistent experience across channels that reinforces the values you represent as a retail brand, whether it be price, service, reviews, selection, style or other key attributes."

Apple and Amazon.com lead all rivals on m-commerce shopping satisfaction according to a survey of top retail mobile sites and apps issued earlier this year by customer experience analytics firm ForeSee. Apple's mobile retail efforts scored 85 out of a possible 100 points in ForeSee's study, edging past Amazon at 84 points. Dell.com is next at 78 points, followed by Netflix and eBay, which tied at 77 points each. Best Buy and Staples scored 76 points each, with Barnes & Noble, Avon, Home Depot and Victoria's Secret knotted at 75 points.