Public Relations & Social Marketing Insight

For many Americans, smartphones are as much a necessity in their daily lives as the air they breathe and the food they eat. These devices are constant companions, helping us take care of just about everything we need to do each day—watching our favorite shows and movies, keeping up with our friends, learning new languages and managing our finances.

And spending money is no exception!

In addition to growing as a new purchase channel, mobile commerce offers a plethora of opportunities for marketers and advertisers looking to reach their desired consumers. According to Nielsen’s fourth-quarter 2015 Mobile Wallet Report, 37% of respondents said their purchases start with mobile shopping more than one-quarter to half of the time. However, the competition is fierce, and in order to maximize these opportunities, marketers must know the best ways to position their products and communicate with appropriate audiences.

Consumers handle a lot of their shopping activities on their mobile devices, and everyone knows that savvy consumers do their due diligence before handing over their cash. In fact, 72% of smartphone shoppers research an item before purchasing it, 70% check the price of an item and 60% use a store locator to find a store where they can buy their desired product of choice....