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xAdTelmetrics-Mobile-Path-to-Purchase-Retail-May2013Fresh off a research release showing that webrooming is actually far more common amongst Millennials than showrooming, new statistics from xAd and Telmetrics demonstrate that retailers’ concerns over showrooming may be unnecessary. According to new data released from the “Mobile Path to Purchase” study specific to the retail sector, just 6% of smartphone users conducted their most recent mobile retail search in-store. What’s more, that figure doesn’t vary much among different retail categories, ranging from 4.7% of apparel shoppers to 7.1% of electronics shoppers. The data does indicate that mobile devices are used for retail research, but that they’re more often used prior to a store visit. In fact, 50% of mobile users start their retail shopping on their device, according to the study. 77% of smartphone users complete their purchase in-store.

As Google has noted in earlier survey results, mobile searchers tend to convert quickly. Data from xAd and Telmetrics indicates that 55% of mobile retail shoppers end up making a purchase, and 30% of smartphone and 25% of tablet shoppers intend to make a purchase within an hour.

Other Findings:

  • The top 3 types of mobile retail searches are: apparel; electronics; and home improvement.
  • 24% of retail smartphone searchers consider location proximity to be their most important search factor, while coupons/offers (21%) and reviews (18%) are most important to tablet users.
  • Close to 4 in 10 mobile searchers look for a retailer’s contact information.

About the Data: The behavioral data is part of a greater study, which measures what consumers report they are doing via mobile devices and captures their actual preferences and behaviors across the Retail, Gas/Convenience, Banking/Finance and Insurance categories. Results from the 2nd Annual U.S. Mobile Path-to-Purchase Study are based on data from an online survey of 2,000 U.S. smartphone and tablet users and actual observed consumer behaviors from Nielsen’s Smartphone Analytics Panel of 6,000 Apple and Android users.

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