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For eBusiness & Channel Strategy Professionals

Prepare For Mobile-Driven, Cross-Channel Shopping

Developing A Mobile Channel Strategy For European Frequent Online Buyers

March 16, 2011

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  • By Patti Freeman Evans
  • with Sabine Poltermann,
  • Douglas Roberge

Why Read This Report

Thirteen million Europeans use the Internet every week to purchase products and services. These affluent consumers not only spend more time and money than other Europeans but they are also technology savvy. Already today frequent online buyers are more likely than any other European to turn to their mobile phone for support in their purchase journey and for cross-channel purchases, making them the perfect target group for mobile-driven, cross-channel shopping. eBusiness professionals need to be prepared to support frequent online buyers via the mobile channel and should develop mobile marketing, mobile applications, and mobile websites to influence these buyers' shopping decisions.

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Table of Contents

  • Defining Frequent Online Buyers
  • Mobile Purchases Will Grow Quickly Among Frequent Online Buyers

  • To Influence Frequent Online Buyers, Use The Mobile Channel
  • Supplemental Material
  • Related Research Documents