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Published: April 28, 2016
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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 gaining prominence throughout the entire shopping journey. During the research phase, there has been a shift toward smartphones and tablets and away from desktop."
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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)
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)
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 Mobile Buyers to Research Products on a Retail Site Prior to Making a Purchase via Mobile Device, Q4 2015 (% of total)
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)
Stages of the Path to Purchase During Which US Mobile Buyers Have Experienced Difficulties/Required Assistance, June 2015 (% of respondents)
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)
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)
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)
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