"Mobile as a channel has evolved very quickly but the challenge for marketers is to create a seamless shopping experience across all the channels to ensure that consumers are getting a consistent brand message and identity."
"We know that consumers are driven by mobile in the first instance, but mobile first shouldn't mean mobile only for retailers."
"Consumers are changing the way they choose their purchases - it has become more complex and will continue to evolve. The survey highlights mobile's potential to undermine traditional brand power and the imperative for marketers to maintain the relevance of their message across all digital media."
Forty-eight percent of mobile users made regular online purchases, and nearly one in five browsed products online before buying in stores. At least 22 percent left stores to find better deals online, up from 13 percent the previous year. Over 70 percent used mobiles to shop online. In the Asia Pacific region, 30 percent would consider using mobiles for shopping. The survey sampled 3,590 respondents across 26 countries in April–May 2014. Marketers must create seamless omnichannel shopping experiences and maintain consistent brand relevance as consumer purchasing behavior becomes increasingly mobile-driven.
Read at The Drum
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