Does mobile drive shopping? Well, it depends.
According to research Google and Ipsos conducted over the 2011 holiday period, smartphone devices play a role at different parts of consumers’ paths to purchase, but they do so in different ways for different people.
For example, 41 percent of those who used their mobile phones to help with shopping said they purchase directly from the device itself, while 37 percent claimed to have researched on a phone before purchasing on a desktop. Meanwhile, 46 percent of respondents said they’ve researched items on a smartphone before going in the store to buy, and, interestingly, 19 percent have researched products both on a smartphone and in-store before purchasing online.
An interesting point to note from the 600-person survey is the number of users that went in-store to research but opted to purchase online instead. This likely reflects the cheaper price-points often offered online, but it suggests consumers still like to see products in person before committing to a purchase.
More in Media
How a ‘TikTok doctorate’ made 26-year-old Griffin Johnson a venture capitalist
Griffin Johnson made it big on TikTok back in 2019, now he runs a VC firm and uses his marketing expertise in the Derby world.
Media Briefing: Publishers debate the value of AI licensing and GEO
Publishers may be gaining visibility in AI search, but execs say the lack of traffic and licensing revenue is raising doubts about the payoff.
Meta’s bid to woo creators to Facebook just might work, despite its recent legal woes
Meta’s recent legal woes likely won’t deter creators from trying out its new Facebook Creator Track, according to marketing experts.