A survey of consumers conducted by the Internet Advertising Bureau has elicited the ways in which people utilise their mobile, tablet and PC devices to research and purchase products and services.
For a period of one month researchers tracked the habits of over 800 smartphone users in an effort to understand how the technology is influencing the ways in which consumers interact with products.
They found that the PC grew in dominance throughout the purchase path with brand awareness, via display ads and social networks, sitting at 52% for the format; a figure which increased to 78% for those actively researching a product and 80% for those actually making the transaction.
Respective figures for mobiles were 45%, 54% and 34%.
The survey found, unsurprisingly, that mobiles come into their own for convenience, often acting as a “first port of call” when a new product is encountered via a television ad.
GfK's research director, Ryan Garner said "The research clearly demonstrates the importance of a cross device digital marketing strategy. The more connected devices consumers own, the more their behaviours change and the more complex their purchasing habits become.
“Those brands and retailers that can best accommodate this changing dynamic will be best placed to generate new sales and capitalise on consumers' desire to use their smartphone for research and purchase more in the future."