The clever clogs at Facebook IQ, Facebook's research division, have released a new study showing how brands can attract the lucrative (and growing) army of omni-channel shoppers.
Facebook IQ commissioned GfK to conduct a study of more than 2400 "omni-channel shoppers" – users who research and purchase online using a variety of channels.
The report found that shoppers use mobile primarily because of convenience, however most prefer to purchase on a larger screen – for example a deskop or laptop.
While 46% researched products before buying in-store, 51% actually researched products while in-store.
The report found that while mobile has made great strides, it still has a way to go. Almost three quarters of respondents said their website/app experience could be improved, and 71% say the transaction experience could be better.
Facebook IQ suggests brands should look at addressing these issues, specifically making it easier to enter payment information, offering multiple delivery options, and allowing consumers to complete transactions without downloading an app.
Over half of respondents said they are more likely to purchase from a retailer offering a seamless omi-channel experience.
To find out more visit insights.fb.com.