Mobile devices, PCs influence consumers shopping behaviours - study

According to the Mobile Online Journey Observation (MOJO) study conducted by market research company GfK for the Internet Advertising Bureau UK (IAB), both mobile devices and PCs play important roles throughout the purchase journey. Awareness of the brand purchased was 52 percent on PCs and 45 percent on mobile devices. Moving through the journey, 78 percent of respondents researched a product on a PC and 54 percent via a mobile device. As the journey approaches the final commitment to purchase, 80 percent opted to carry out the transaction via PCs whereas 34 percent made their purchase on mobile devices. However, during the awareness and research phase most respondents used both devices together.

Furthermore, the study has found that 44 percent of respondents reach for their mobile devices when wanting to follow up after seeing a TV ad and are most often looking for more detailed price and product information.

Moreover, the research has shown that 38 percent of respondents use their smartphones in store and 55 of interviewees conducted an internet search in store about a certain product or service, with 49 percent carrying out price comparisons with other retailers whilst on the move. Additionally, 18 percent of respondents stated they trust their mobile device over their shopping companion when making in store purchase decisions.

Finally, the research has revealed that almost three quarters of interviewed smartphone owners who also own a tablet use their tablet to make a purchase every week. On average, tablet owners are spending 4.4 hours every week browsing retail sites on their tablet, the study has found.