Consumers are more likely to research a purchase online using a smartphone and then buy it in-store.
Some 29% named their smartphone the most important media platform when searching for information during the purchase process, up from 23% the prior year.
TV will be the medium of choice for UK consumers following the action, even among the most digitally connected and especially mobile millennial cohort.
More than six in 10 13- to 17-year-olds reported using their game consoles at home to access the internet—just as many as were using their desktop computers to do so.
64% of smart phone TV viewing occasions occurred at home.