...We know from the Siteworx study this week that mobile shoppers prefer retailer websites over apps.
However, the role of product research via mobile also was highlighted in the report, with checking product reviews being the top mobile driver in encouraging a purchase. Much of this research is not done in the store.
A new study by UK-based Redshift Research also found that almost half (46%) use their mobile device to review products before purchasing, double from the previous year.
This insight adds to an earlier study by Adobe showing that retailer websites receive the highest share of tablet traffic across all industries, indicating that consumers check sites (and likely competing sites) before an actual store visit.
The point is that the mobile purchase decision activity is started well before the consumer heads to the store. This means retailers must approach mobile holistically, not only as an in-store activity....