While consumer usage of smartphone and tablet devices for shopping purposes is on the rise, the devices’ place in the purchase path is varied. According to several pieces of research by Google, ForeSee Results and Nielsen, shoppers may start in the mobile channel for product research but then purchase in-store. They also may use mobile for product research on the go, then later purchase online on a PC or tablet.
Nielsen’s Q3–Q4 2011 “US Digital Consumer Report” indicates that 29% of smartphone owners use their phone for shopping-related activities. The top mobile shopping activities include in-store price comparisons (38%), browsing products through the mobile web or apps (38%), and reading online product reviews (32%).
A 2011 post-holiday shopping study by Google and Ipsos OTX also depicts consumers using their smartphones at many different points in the purchase path.
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