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According to our newly released Mobile Path to Purchase findings, smartphones are an essential research channel and often accompany the activities conducted via Online/PC. While desktop remains a major factor in driving user decisions, when interacting within certain verticals - such as Gas & Convenience - smartphones become the dominant research channel. This is largely due to the importance of location and urgency related to the vertical.
Afterall, what's convenient about searching for your nearest gas station, or 7-Eleven store before even leaving your house, realizing the tank is empty, or getting a Slurpee craving?