Smartphones' Role in Todays' Multichannel Purchase Process. (Source: Google's study - "The Mobile Movement")

This marks the halfway point in our weekly  Mobile Web Advantage series. In this post we will discuss the increasingly important role that mobile devices play in consumers’ multichannel shopping experience.

First, consumers are spending a lot of time browsing on their mobile phones. 1 in 5 mobile users is accessing the mobile web every day — a number that is only expected to increase. This trend is largely driven by increased smartphone penetration — according to Google, half of US adults will be carrying a smartphone by year end. (more…)