Save or Share this Report

For Customer Insights Professionals

Mobile's Role In The Consumer's Path To Purchase

A Technographics® 360 Report: Using Behavioral Tracking, Survey, And Online Community Data

April 15, 2015

Primary author headshot

Authors

Why Read This Report

When they want a product or service, consumers embark on a path to purchase; they discover, explore, buy, use, ask, and engage using a multitude of touchpoints. The rise in the adoption of mobile devices has made the consumer purchase journey — which already involves multiple channels, devices, and interaction points — even more complex and fragmented. This report helps customer insights professionals understand how and why consumers use mobile devices along the multistep purchase path: from product discovery to post-purchase engagement. This report is part of a series that explores mobile and tablet trends through Forrester's Technographics 360 methodology, which combines behavioral tracking data, online survey data, and market research online community responses.

Get Access

This document is not available for individual purchase. Log in or Become a client to get access to this document and more Forrester research, aligned to leadership roles across business and technology management.

Table of Contents

  • Mobile Devices Complicate The Path To Purchase
  • recommendations

  • Take A 360-Degree View To See How Mobile Upsets The Path To Purchase
  • How forrester can help

  • Technographics 360 Delivers A Comprehensive View Of Your Consumers
  • Supplemental Material