Research Study

The Role of Mobile and Video In the Apparel Shopper Digital Path to Purchase

the rundown

Mobile devices are making a move from accessory to fashion consultant. As smartphone usage goes up, apparel sales have potential to do the same. See how mobile videos and search engines are helping consumers discover new brands and take a closer look at what makes them buy online--even when they’re standing in the store.

Did you know? More than half of apparel sales will be online influenced by the end of 2012. Google partnered with Compete to learn more about the apparel shopper's path to purchase, and in particular, their mobile and video habits as it relates to the shopping process. Here's what we found:

  • Mobile devices aid discovery: Nearly half of mobile apparel shoppers discover new brands on mobile devices.
  • Video drives apparel sales: 4 in 10 visited in store or retailer website as a result of watching apparel videos.
  • Online apparel shoppers can't resist a good deal: Over 1 in 4 purchases are impulsive, with 73% of apparel shoppers reporting that it is because they received a good deal.