Mobile is key research tool in purchase decision-making

The second annual UK mobile path-to-purchase study, compiled by Nielsen for location ad platform xAd and call measurement technology firm Telmetrics, revealed that up to 46% are using mobile devices as their primary research tool. One in four use mobile devices as their only research tool.

Other findings included:

• 60% of respondents reported being at home the last time they accessed their smartphones
• 35% of respondents made a retail purchase using their phone
• 20% of telecom and insurance shoppers completed a purchase over the phone
• Satisfaction with information available on smartphones has increased 18% since 2013

Findings were based on a sample of 2,000 UK smartphone and tablet users and focused on the retail, insurance and telecom categories.