More than two-thirds (71%) of smartphone owners research products on their mobile, with 32% doing it on a weekly basis.
But the volume of research done on smartphones doesn’t necessarily translate over into mobile conversions.
When asked what they had done after researching products on their mobile, 38% of respondents said they completed a purchase in store compared to 25% that made a purchase on their smartphone.
In response to a different question, 41% of respondents said they use their mobile in-store at least half the time they are out shopping.
The findings, which come from a Tradedoubler survey of 2,000 smartphone owners, highlight the fact that high street retailers should be trying to engage with mobile users in-store to encourage them to make a purchase rather than viewing m-commerce as an entirely separate channel.