Shoppers do serious research about purchases at home on the computer, right? And mainly use their mobile phones when shopping out of the home for quick checks on prices or locations or other lightweight searches, right?
Wrong says a new study from the Local Search Association that found a majority of the 1,000 consumers surveyed used their mobile phones at home for purchase research (if they used the phone at all). You can see the results below: Relatively few shoppers said they do research on the phone while in the store, contrary to prevailing wisdom (and contrary to Google’s theory of “micro-moments“).
The bottom line may be that consumers don’t think of mobile devices as being “mobile” at all, but as the device that’s always with them, always on.