A report on the shopping behaviour of smartphone users in Europe has highlighted the role of mobile in consumer habits.
Based on research by Tradedoubler, the performance marketing and technology firm, the report found that 38 per cent of respondents who research a product on their smartphone will proceed to buy it in a brick-and-mortar store. This compares with 47 per cent who complete their purchase online via a PC, 25 per cent who complete on a mobile and 7 per cent who use tablets to purchase.
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