Public Relations & Social Marketing Insight

There's more evidence to support the growing importance of mobile devices along the path to purchase.

According to Nielsen's fourth-quarter 2015 Mobile Wallet Report, 37 percent of respondents said their purchases start with mobile shopping more than one-quarter to half of the time.

The report compares mobile use from the fourth quarter of 2015 to the same period the year before. It found that shoppers are using mobile devices, particularly smartphones, to assist with in-store sales more frequently than for online shopping.

Roughly 72 percent are researching an item or checking prices on a smartphone before buying. Store locators are popular with 60 percent of smartphone users, and 55 percent are using mobile coupons.

Reviews are popular with slightly more than half of all mobile device users and 44 percent of smartphone users use digital lists while shopping....

Mobile changes everything. We all know that’s true, right? Did you also know that mobile really doesn’t change anything at all? I’m serious. Hang in there for a moment, and I’ll explain what this is all about.

Specifically, it all comes down to how your customers use mobile. It’s pretty clear that mobile changes customer behavior pretty radically. Yet, at the same time, mobile doesn’t change customer behavior at all.

What’s also new is the speed with which they’ve adopted these behaviors. Responsive design and in-app advertising can help ensure you appear whenever customers go looking for a solution, wherever they happen to be....