Trends Report

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

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

April 15th, 2015
Nicole Dvorak, null
Nicole Dvorak
With contributors:
Reineke Reitsma , Anjali Lai , Roxana Strohmenger , Theresa Pappafotopoulos

Summary

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.

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