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​​New research pinpoints a new trend: shoppers turning to their mobile phones before making a purchase in a brick and mortar retail store.

“The research revealed that the three most important factors in a consumer’s buying behavior are friends, family, and their mobile phone,” notes the research from Yieldbot, a leading digital media technology. “While word-of-mouth advice from friends and family remains the top resource for building a product consideration set, mobile advertising was found to be as influential in making a final purchase decision.”

Yieldbot’s study also showed that — when it comes to new product information — mobile ads are on par or outperform brand/retail information sources and social media.

Categories included in the study ranged from regularly purchased products like food to less frequently purchased products like women’s beauty and consumer electronics.

Yieldbot President Chris Copeland said the goal of the research was to better understand how mobile is influencing in-store shopping behaviors.

“Everyone knows that mobile devices are gaining in influence,” Copeland explained. “We wanted to help brands quantify that influence and provide guidance on how they can be relevant to consumers before they buy in-store.”

A few takeaways from the study include:

  • More than one-third of all shoppers indicated that they were open to outside influences in the buying process.
  • Most shoppers start thinking about their product decision two-to-three days before purchasing, with the exception of consumer electronics.
  • Fifty-two percent of millennials picked mobile ads as the go-to source for product information; 48 percent of them found mobile video ads the most helpful.
  • Shoppers in all categories show consistent or increased mobile usage in stores over time — particularly younger consumers.

To check out the report and learn more, click here.

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