A Placecast survey conducted by Harris Poll in October 2014 confirmed the multifaceted role of smartphones in shopping. Only 14% of US smartphone owners said they planned to make a purchase on such devices this holiday season. Far more consumers intended to use their phones to find a local retailer (39%), get social feedback on a potential gift (38%) or find a coupon in-store (33%).
Even so, most mobile research leads to a purchase, just not on the smartphone. In a March 2014 survey conducted by Nielsen for xAd and Telmetrics, between 70% and 80% of US smartphone or tablet users said they had completed or would soon complete a purchase related to their smartphone search. The study also found that more than 40% of consumers considered a smartphone or tablet their most important media resource for a purchase decision. Read the rest at eMarketer.