Mobile Pushes Purchase Decisions

According to the 3rd Annual US Mobile Path to Purchase Study,  mobile is pushing purchase decisions. Often the actual purchasing of those products is happening in physical stores but consumers are researching their decision on mobile devices beforehand, which creates an excellent opportunity for businesses that are prepared with a solid mobile strategy covering mobile applications and mobile friendly web sites.

“Mobile is becoming a increasingly more important way to drive in-store activity for businesses,” say Kimber Johnson, Managing Director of Vanity Point. “Consumers are looking to make decisions quickly and often with a local focus, so we are seeing businesses that are prepared are benefiting.”

Points of interest from the study include:

1) Over a third of mobile shoppers say that they use mobile exclusively or that mobile is their most important research tool.

2) 64 percent of mobile shoppers say they finish purchases in-store rather than on their mobile devices.

3) 53 percent of mobile shoppers call local businesses from mobile search results.

Ability to access an audience that is looking to buy on their preferred device is essential. The study also states that product research typically happens at the beginning of the purchase funnel and that 65 percent of shoppers said they complete the purchase that day.

“Designing and developing mobile applications for both the iOS and Android platforms and mobile web sites to support the consumers in store experience is helping push purchase decisions,” continues Mr. Johnson, “putting the tools consumers want in their hands is essential in the modern market.”