The Changing Path to Purchase: What It Means to Add Mobile to the Mix - eMarketer
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The Changing Path to Purchase: What It Means to Add Mobile to the Mix

eMarketer Report

By: eMarketer

Published: April 28, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

As mobile usage becomes ubiquitous, the path to purchase is becoming less defined. Shoppers are always connected, well-informed and often quick to convert both digitally and in-store. The traditional shopping phases still exist, but once smartphones are introduced, behavior shifts.

  • Mobile is affecting the traditional path to purchase. Mcommerce is growing faster than either ecommerce or retail and is transforming the way shoppers approach all three. Desktop may still have 84% of US ecommerce sales share, according to comScore, but 61% of all time spent with retail sites is now on mobile.
  • Smartphones are losing their reputation as an on-the-go device. Mobile is replacing desktop as the primary means of online access in the home. As a result, mobile is changing many traditional prepurchase behaviors like discovery and research.
  • Customers who research digitally before making an in-store purchase tend to be more decisive and spend less time in the store. This is especially true for mobile shoppers. Multiple devices means more marketing touchpoints for retailers, but this behavior also can reduce time shoppers spend in stores.
  • Younger generations may have higher rates of mcommerce activity, but that doesn’t mean the physical store is obsolete to them or that older consumers are uninterested in mobile assists throughout the shopping process.

"Mobile is gaining prominence throughout the entire shopping journey. During the research phase, there has been a shift toward smartphones and tablets and away from desktop."

Table of Contents

Mobile’s Role in the Shopping Phases

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How Mobile Is Shifting Shopping Behavior

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21 charts are included in the full report:

The Changing Path to Purchase: What It Means to Add Mobile to the Mix

Primary Device Used by US Online Buyers to Research Products on a Retail Site Prior to Making a Purchase via Desktop, Q3 & Q4 2015 (% of total)

Mobile’s Role in the Shopping Phases

Stage of the Path to Purchase During Which US Mobile Buyers Feel It Is Most Critical to Have a Great Experience*, June 2015 (% of respondents)

Prepurchase

Primary Channel/Location Where US Internet Users Became Aware of Products They Purchased, April 2015 (% of respondents)

Ways in Which US Smartphone Users Used Their Smartphone During the Path to Purchase, April 2015 (% of respondents)

Digital Sources Used by US Internet Users to Research Products Prior to Purchasing In-Store, Oct 2015 (% of respondents)

US Smartphone Shoppers Who Researched Purchases Exclusively via Smartphone, by Product Category, March 2015 (% of respondents)

Devices Used to Research Products They Purchased According to US Digital Shoppers, April 2015 (% of respondents)

Primary Device Used by US Online Buyers to Research Products on a Retail Site Prior to Making a Purchase via Desktop, Q3 & Q4 2015 (% of total)

Primary Device Used by US Mobile Buyers to Research Products on a Retail Site Prior to Making a Purchase via Mobile Device, Q4 2015 (% of total)

Purchase

Primary Device/Channel Where Internet Users in North America Researched vs. Purchased Products, April 2015 (% of respondents)

Devices from Which US Multidevice Users Completed an Ecommerce Transaction, Q2-Q4 2015 (% of users tracked by Criteo)

Post-Purchase

Stages of the Path to Purchase During Which US Mobile Buyers Have Experienced Difficulties/Required Assistance, June 2015 (% of respondents)

How Mobile Is Shifting Shopping Behavior

Ways in Which US Smartphone Owners Use their Smartphone for Shopping Activities, by Location, July 2015 (% of respondents)

Primary Location Where US Smartphone Shoppers Researched Products via Smartphone, 2012-2015 (% of respondents)

Frequency with Which US Mobile Device Users Make Mobile Purchases While Shopping In-Store, Oct 2015 (% of respondents)

US Internet Users Who Believe It Is Important for Brands to Own Physical Stores, by Generation, Feb 2016 (% of respondents of each group)

By Timeframe

Average Number of Days Prior to Purchasing that US Internet Users Conduct Research on a Product, by Product Category, May 2015

Timeframe in Which US Digital Buyers Research Products Digitally Prior to vs. After Making a Digital Purchase, May-July 2015 (% of search activity* on comScore's platform)

By Generation

Shopping-Related Mobile Phone Activities of US Mobile Phone Users, by Generation, Dec 2015 (% of respondents)

Mobile Web vs. Apps

Ways in Which US Smartphone Owners Use a Retailer's Website vs. Mobile App for Shopping-Related Activities via Smartphone, July 2015 (% of respondents)

US Smartphone Owners Who Purchased a Product via Smartphone App, by Generation, Jan 2016 (% of respondents)