Research released today by the Internet Advertising Bureau (IAB) examines the ways in which consumers are using their mobile, Tablets and PCs to research and purchase products and services, and examines the role each device plays along the purchase path.

The Mobile Online Journey Observation (MOJO) study, which was delivered by GfK’s Digital research team, seeks to understand how mobile devices and PCs are changing and influencing the ways in which consumers buy products.

Over 800 smartphone owners were interviewed about the purchase journey of their most recent purchase. In addition, the purchase behaviour of 60 Android owners was tracked across mobile and PC (using GfK’s ConnectedLife Panel) for one month. Some of these people were re-contacted for tele-depth interviews to further understand their journeys. 

The study reveals that both mobile devices and PCs play pivotal roles throughout the purchase journey. Awareness of the brand purchased via display advertising and social networks was 52 per cent on PC, and almost as high on mobile, at 45 per cent. Moving through the journey, 78 per cent of respondents researched a product on a PC, and 54 per cent via mobile. As the journey approaches the final commitment to purchase, 80 per cent opted to carry out the transaction via PC, while 34 per cent made their purchase on mobile.

The research also found that the majority of respondents were not using each device in isolation at each stage of the purchase journey. During the awareness and research phase in particular, most respondents used both devices together.

Convenience is a major factor in mobile usage. 44 per cent of respondents said that they reach for their mobile when wanting to follow up after seeing a TV ad, and are most often looking for more detailed price and product information.

The research found that twice as many respondents turn to their mobile to follow up on an ad or recommendation, as they do by going in store. The research also found that 38 per cent of respondents use their smartphone in store. Of this group, 55 per cent conducted an internet search in store about a certain product or service, while 49 per cent carried out price comparisons with other retailers whilst on the move. 18 per cent of respondents said that they trust their mobile device when making in store purchase decisions, compared to 15 per cent who said they would trust their shopping companion.

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

“This research takes us one step further in understanding the increasing impact digital devices are having throughout the purchase journey,” says Alex Kozloff, senior mobile manger at the IAB. “By showing the deep impact digital devices are having from brand awareness, to research, to purchase (both in store and online), we hope advertisers will have a clearer understanding of how to adapt their strategy. In particular, the way the way consumers are turning to their mobile phone in store is a strong call to action for retailers to react to this growing trend.”