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72 Per Cent of Shoppers Research Purchases on a Smartphone

Alex Spencer

High Street UK Chester Shops (1024x682)72 per cent of shoppers research their purchases on a smartphone, according to a report from NinthDecimal.


Of those, 38 per cent then go on to buy the item in a bricks-and-mortar store. In fact, in-store is the biggest channel for mobile conversions, compared to 23 per cent buying on the same smartphone, and 21 per cent on desktop.


Smartphones have replaced tablets (58 per cent) as the leading mobile device for researching retail items – and it's a surprisingly different picture for conversions on tablet, where users are most likely to buy products on the device itself (34 per cent).


61 per cent said they want to receive mobile ads from retailers which offer discounts while they're in-store, and 42 per cent want in-store ads telling them which items are on sale – but only 49 per cent and 28 per cent respectively said they currently receive these kinds of ads.