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I-Want-To-Buy-It Moments: Mobile's Growing Role in a Shopper's Purchase Decision

By Google

This is the moment the consumer chooses you. And whether or not the purchase happens on mobile, these moments are increasingly influenced by mobile. In part four of this five-part series on shopping micro-moments, we explore how retailers can optimize their mobile experience to close the deal.

Although the vast majority of retail purchases still happen in-store, mobile's influence over these purchases is rapidly growing. According to Deloitte, 64 cents of every dollar spent in retail stores is influenced by digital,1 and we know that mobile is a big driver. In fact, 76% of people who conduct a local search on their smartphone visit a business within 24 hours and 28% of those searches result in a purchase.2

What does this mean for retailers? Whether shoppers turn to mobile to buy or to simply get that final piece of information before heading to the cashier, it's crucial to show up with a fast, frictionless mobile experience.


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