As personalized marketing based on consumers’ lifestyles and consumption preferences becomes increasingly important in the mobile commerce market, this study examines the relationship between mobile content app usage behavior and commerce platform acquisition, as well as how this relationship varies across content and platform characteristics. The analysis uses actual mobile app usage data from an Embrain consumer panel (N = 23,173). Content app usage was measured in terms of usage time and frequency across three categories: OTT/video, music/audio, and webtoon/image apps. Musinsa, a vertical commerce platform, and Karrot, a C2C commerce platform, were selected as focal platforms. Regression analysis was conducted for new user acquisition on Musinsa, while a Naive Bayes classification model was applied to examine user characteristics and acquisition on Karrot. The results showed that the relationship with new user acquisition on Musinsa was heterogeneous at the individual app level rather than uniform across content categories. Among OTT apps, Twitch showed a positive association, whereas seezn and U+ Mobile TV showed negative associations. Music/audio apps generally showed negative but statistically nonsignificant relationships, while webtoon apps did not demonstrate significant predictive power. New user acquisition on Musinsa was significantly higher in March and showed an increasing tendency in June. For Karrot, the classification model performed relatively well in identifying non-users, but its ability to identify actual users was limited. By linking mobile content touchpoints with subsequent commerce behavior using behavioral logs from the same panel, this study demonstrates that the relevance of behavioral signals may differ according to platform characteristics. The findings provide empirical implications for behavior-based consumer segmentation and advertising targeting strategies.