Mobile's Role In The Path To Purchase Across Product Categories And Age Groups

Smartphones and tablets have changed the way some consumers buy. They embark on the path to purchase — they discover, explore, buy, use, ask, and engage — using a multitude of touchpoints. In today's consumer-empowered world, mobile devices can play a large role, making the purchase journey even more complex and fragmented. This report helps customer insights professionals understand how and why consumers in different age groups and those buying different product categories use mobile devices, from product discovery through to post-purchase engagement. This report is the second in a series that explores mobile's disruption of the path to purchase through Forrester's Technographics 360 methodology, which combines behavioral tracking data, online survey data, and market research online community responses.