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Location-based marketing firm xAd has released its fourth annual Mobile Path to Purchase study, a reliable barometer of the evolving, increasingly serpentine customer journey. It will come as a surprise to no one that the path to purchase is more mobile than ever.

Among the highlights of this year’s report:

  • Mobile surpasses desktop (44 percent to 43 percent) as the most important purchase decision tool for the first time. The importance of the desktop has steadily declined while mobile has increased. Millennial smartphone owners are three times more likely to regard their devices as a primary information source than over-55 consumers.
  • Consumers are mobile but always not on-the-go. A growing majority (58 percent) of smartphone use occurs at home, up from 53 percent last year and nearly double the rate from 2012, the first year of the study. One-third of these smartphone owners are just browsing at home, while 41 percent are in consideration mode and 43 percent plan to make a

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Source: Street Fight