According to Forrester data, less than 20% of brand marketers are tapping into mobile to transform brick-and-mortar shopping experiences. In a new report, Forrester’s Thomas Husson highlights trends on how consumers use mobile and how marketers can unlock the full potential of mobile — online and offline. Key data points from the report include:

  • 69% percent of US online adults use mobile in-store, mainly to look up prices, product information, promotions, or customer reviews.
  • 32% percent of US online adults admit to multitasking regularly on multiple devices, making mobile phones central in second-screen experiences when people are watching TV ads.
  • Unsurprisingly, people frequently use mobile devices when they are on the go, with 68% of US online adults using them in their cars and 69% when outdoors.
  • Even if only 29% of US online adults purchase via mobile, mobile has become an essential touchpoint on the path to purchase, with 47% researching products via mobile.
  • Only 27% of marketers surveyed told Forrester the ROI of their mobile marketing campaigns was profitable, and a stunning 67% told us they simply cannot measure it.

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