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BizReport : Mobile Marketing : June 16, 2015

One-third of purchase journey conducted on mobile, 89% of purchases made on PC

While smartphones are increasingly used during the path to purchase, new research shows that PCs remain the dominant device on which purchases are made.

by Helen Leggatt

The study, from and the Center for Retail Research found that around one-third of the purchase journey is now conducted on a smartphone or tablet. Meanwhile, 89% of purchases are made via a PC.

There's little doubt that mobile has become a key player in the discovery and research of products among consumers. Almost half (46%) research purchases and browse reviews, 43% look at online stores and products and 38% use mobile to make price comparisons.

However, according to the research, retailers have a significant opportunity for those mobile users who are in-transit. Firstly, 11% of those commuting to work made transactions, with two-thirds of those spending between £10 (US$15) and £200 (US$311), as do 16% of those on their way home.

Secondly, travelers on their way to the high-street or shopping center have a higher intent to spend and are in the mindset to research via mobile en-route.

"The 'always-on' mentality of today's shopper means they are passively engaging in shopping at various points of their day," says Claire Davenport, Managing Director, "In particular, there's a clear opportunity for retailers to spark a decision to purchase among customers who are travelling to a shopping destination."

Earlier this year, adsquare released data showing that, in the UK. the average daily commute takes about 57 minutes and commuters spend 44% of that time engaged with their mobile devices. This gives advertisers a window of opportunity to encourage brand interaction and engagement, says adsquare CEO Tom Laband.

Image via Shutterstock

Tags: mcommerce, mobile, UK

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