Mobile shopping isn't going away: 35% of consumers now say that they make purchases on their mobile phones, and signs point to an increasing rate of growth in coming years. This prevalence also creates responsibilities for brands and retailers. Making a purchase on a mobile device isn't just a different format for commerce, it's a different way of shopping. E.g., the majority of purchases made on smartphones are made within an hour of discovering the product. Younger generations use mobile more to find the best quality item rather than for price checking (66% and 59%, respectively). Succeeding in eCommerce will increasingly become not just about the availability of a retailer/brand on mobile, but delivering on the expectations that come with the format.
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