Google: Mobile And Video Research Drive In-Store Cell Phone Purchases


Curious how consumers are making decisions regarding which cell phone to buy? Google teamed up with Compete on a study examining how the online consumer shops for a wireless device and we have the results of the survey and study exclusively. Google and Compete tracked consumers online and searching patterns, analyzed the behavior of those purchasing cell phones by tracking their behavior backward from the point of purchase, and surveyed buyers as well.

Some of the results aren’t necessarily groundbreaking, it is interesting to see what factors drive in-store purchases. For example, Google says that 72% of mobile researchers purchased their phone in store (vs. 55% of non-mobile researchers).

Watching video reviews and features on phones also helps drive purchases— 39% of shoppers used video while researching; 77% watched for more than 10 minutes. And 63% of wireless shoppers use search portals throughout purchase process. After viewing smartphone product videos…

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