For commerce, mobile is at center stage. For example, 70% of smartphone owners who bought something in a store first turned to their device for information related to that purchase.
The tricky part here is that a retailer may never see the actual mobile activity that could be heavily influencing sales in their stores.
Some of this activity happens well before a store visit. The majority (68%) of consumers search on their smartphones for things they want to address at some point in the future.
Interestingly, at the actual moment consumers want to make a purchase, most (65%) used a mobile phone during that moment.
The number one way that those in-the-moment purchase considerations are addressed by 71% of consumers is by visiting a retailer’s website or app....
The powerful impact of mobile on in-store and online shopping is highlighted in this research study. 70% of those who bought in store, checked mobile first.