The online study was commissioned by Local Corporation and conducted by the e-tailing group to explore consumer shopping behavior across a growing array of mobile devices, including consumer preferences and plans for researching and purchasing multiple categories of products. The study analyzed responses from over 1,000 consumers.
Initial findings reveal that today’s consumer takes a highly personalized path to purchase, utilizing multiple devices, from PCs to smartphones to tablets. Importantly, a physical store is still important for 90 percent of shoppers and 60 percent of respondents reported that they have researched products and services several times a month using a mobile device, while PCs still play an important role in the shopping process.
Driven by the proliferation of devices and channels available today, consumers are exhibiting increasingly disparate pre-purchase behavior based on their specific needs and the specific products they are interested in. The shift in shopping behaviors adds complexity and challenges to advertising for national brands and retailers trying to reach consumers as they are shopping for products.