The role of mobile in US consumer's omni-channel path to purchase

In this report we will look into why retailers and retail marketers need to pay more attention to the role of mobile in the US shopper’s consumer journey and track how shoppers use mobile devices to fulfill their needs and wants from initial research to final purchase.

We trace the US consumer’s mobile path to purchase as they use smartphones and tablets across three stages:

1. The Awareness Stage where consumers conduct pre-purchase research
2. The Influence Stage where consumers make a purchase decision
3. The Conversion Stage where consumers buy the product or service

Report Table of Contents

I Top stats from the report

II Introduction

i. Mobile grows in significance among US shoppers
ii. Leisure shoppers are most dependent on mobile to make a purchase decision
iii. Mobile drives omni-channel path to purchase

III The Awareness Stage

i. Mobile is most significant at the start of consumer journey
ii. Consumers use mobile devices for shopping activities while in their homes
iii. Consumers use mobile to browse and discover possible options
iv. Retailer websites and apps are top mobile discovery tools among shoppers
v. Electronics and apparel most likely to be researched on mobile
vi. US shoppers prefer tablets to smartphones across major categories

IV The Influence Stage

i. Mobile gives marketers opportunity to influence potential buyers
ii. US shoppers use mobile devices to plan their store visits
iii. Consumers use mobile device in-store as a shopping assistant
iv. Consumers use mobile in-store most while shopping for clothes
v. Shoppers use mobile to seek peer approval on social media

V The Conversion Stage

i. More than half of mobile using consumers make a final purchase within one day
ii. Consumers use mobile whether they make the final purchase online or offline
iii. Consumer prefer tablets over smartphones to buy bigger ticket items

VI References 

List of Charts

• Most important media source for information, 2013 vs 2014
  
• Most important media source for information while shopping
  
• Single device usage to make a final purchase decision
  
• Final purchase location for shoppers who used smartphones
  
• Final purchase location for shoppers who used tablets
  
• Final purchase location for shoppers who used laptops
  
• Final purchase location for shoppers who visited retail stores
  
• Mobile activity by consumer journey stage
  
• Mobile device usage location for shopping purpose
  
• Mobile search activity among consumers across categories
  
• Product discovery methods among US consumers
  
• Pre-purchase research behavior on mobile device by category
  
• Pre-purchase research behavior by category & mobile device
  
• Consumer mindset at the start of mobile activity while shopping
  
• In-depth mobile research among consumers across categories
  
• Mobile app or website usage by purpose
  
• In-store mobile device usage among US shoppers
  
• In-store mobile device usage behavior among US consumers
  
• Top commercial venues where consumers use a mobile device
  
• Top retail venues where people use their mobile device
  
• Types of posts retail consumers share on social media
  
• Conversion rates among mobile shoppers by category
  
• Time taken from mobile mobile research to conversion
  
• Conversion rates among mobile shoppers by category
  
• Location search on a mobile device by shopping category
  
• Mobile purchase behavior among US shoppers
  
• Mobile spending among US consumers for retail purchase