Mobile path to purchase: Five key findings

November 2013

In our constantly connected world, consumers rely on smartphones more than ever to help them shop for products and services. Google partnered with Nielsen to better understand consumers' mobile habits in the shopping process — from research to purchase. Using surveys and metered data, we uncovered five key findings: consumers are spending time researching on their smartphones (15+ hours a week), their research starts with a search engine (vs. a mobile site or app), proximity is important (69% expect businesses to be within five miles of their location), immediacy is key (more than half want to purchase within the hour) and mobile influences their purchase decisions (93% go on to buy). Read the full study below.

Searching for the way