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As seen in the general release of our 2013 Mobile Path to Purchase study, smartphones are a major contributing channel in the path to purchase. Smartphone users may rely heavily on their device during the research and decision phase, but ultimately make a purchase offline at a business location.
But this activity is highly dependant on the vertical in focus...
When smartphone users take the step to make a purchase related to Insurance, their activity is almost equally divided between in device, desktop, in person, or phone calls. This demonstrates a variety of personal preferences associated with this often sensitive and importan purchase type. But with NEW Banking & Financial transactions, mobile is an essential medium - with more than half completed directly via smartphone.
Which brings up an interesting shift in mobile users' overall comfort with mobile privacy as well...
Have you opening a new bank account, credit card, etc., via mobile device?