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.
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