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BizReport : Mobile Marketing : August 22, 2016

Store visits remain important part of mobile path to purchase

Consumers may be using their mobile phone to make purchases, but that does not stop them from visiting a physical store, according to new research from xAd.

by Helen Leggatt

In their latest 'UK Mobile Path to Purchase' report, xAd reveals that 57% of mobile shoppers visit a physical store as part of their mobile shopping research. In fact, even though more people still prefer to buy in-store after researching a product on mobile (36%), 35% will go on to buy on mobile.

Furthermore, more than half (56%) of consumers are quick to make a purchasing decision after conducting research on a mobile device with decisions made immediately or within the hour. Proximity was found to be a key consumer consideration when using mobile for retail research. More than 4 in 10 consumers (43%) expect locations of businesses found using their mobile device to be within local driving distance (1-5 miles) and 20% within 1 mile. In fact, finding a location nearby is one of the most common uses of mobile, found xAd's research.

"Mobile allows advertisers to merge the online and offline worlds and enhance the customer experience throughout the consumer journey," says Jonathan Mew, chief operating officer from the IAB UK. "Consumers researching products and services while on-the-go demonstrate a great deal of intent to purchase and to purchase quickly - and smartphones allow marketers to reach these people in these moments."

Recent research from Alliance Data found that many Millennials, who are all about their mobile devices, still head to a physical store to make purchases.

Tags: ecommerce, mobile shopping, mobile trends

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