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JC Lupis | Marketing Charts | Thu, 08 Sep 2016 13:30:28 +0000

While most adult online shoppers say they use their mobile devices while in-store, the retail store isn’t the place where most mobile shopping research is being performed. Instead, among American adults who use mobile devices at least some of the time to help make purchase decisions, 56% report using their device most often at home, according to a survey from the Local Search Association (LSA).LSA-Top-Mobile-Shopping-Research-Locations-Sept2016

This at-home shopping behavior is more prevalent among 18-24-year-olds and those aged 65 and older, per the report. (See here for the other mobile behavior that the youngest and oldest adults share.)

It shouldn’t be too surprising that most mobile research occurs at home. In fact, the living room is the most common location for general smartphone and tablet use, per results from Forrester Research’s “State of Consumers and Technology: Benchmark 2016, US” study. That brings to mind research from way back in 2012, which similarly found that about two-thirds of mobile usage occurs in the home.

Still, close to half (44%) of adults using mobile devices for research do so mostly outside of the home, per the LSA survey. Some 28% overall say they do most of their research while out and about, with this being easily the most common out-of-home response. Close to 1 in 10 save most of their research for the store, with 5% performing most of their research at work.

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Interestingly, a slight majority (53%) of mobile shoppers say they have not purchased a product or service due to the information found while researching on mobile. The LSA analysts suggest that this could be either the result of the information itself (found or not found) or due to a bad mobile experience.

See this article for mobile shoppers’ most important factors.

About the Data: The LSA results are based on a survey conducted by Burke among 1,103 US adults.