Love the findings from this Nielsen report. It exhibits the trade-offs consumers make when choosing where to purchase. Mobile is slowly edging it’s way up closer to desktop purchases. I think mobile will eventually become the most convenient shopping method because it can happen anywhere.
According to the research:
- Purchasing via mobile online is convenient, but isn’t the safest option
- Purchasing in-store is the most reliable option, but it’s not very convenient
- Purchasing via online desktop is the easiest shopping method, but it’s not the safest option