Mobile devices have completely altered consumer purchasing journeys. Consumers are now utilizing mobile for assistance with a variety of activities along these journeys, as shown in a recent survey from GfK.

According to the October 2018 survey, the most common mobile shopping activities are comparing prices (36%), gathering product information (30%), checking product reviews (30%), paying online (26%) and checking inventory availability (25%). Additionally, the survey reported that 45% of shoppers agree their mobile device is becoming their most important shopping tool.

Shoppers aren’t only researching on mobile, they’re purchasing too. From June to September 2017, more than 40% of online transactions happened on mobile devices.

Brands must find ways to be relevant and useful during consumers’ various “mobile moments” of need to succeed in an increasingly mobile market.

This data comes from a GfK report, “GfK FutureBuy® 2018,” n=35,000 shoppers. To access the graphic above, click here.