Worlds Colliding: Mobile Browsing Seriously Impacts Brick and Mortar Shopping

By Mark Casey | @Mark_Casey | Director of Inbound Marketing at Hanapin Marketing |

Google just released a serious bit of research about mobile browsing. What else is new, right? Except this hunk-a-burin’ insight is strictly focused on mobile-meets-retail shopping habits, and their findings have the power to deliver legitimate value for your mobile ad strategy.

The key takeaway? A vast majority of smartphone users use their phones to help them shop in brick-and-mortar retail stores. If you’re nodding your head along in agreement, that means you’re undoubtedly among the 79% of smartphone owners who see their phone as a vital component of even in-store purchases.

It also means you probably spend more on a shopping trip than your less-mobile-friendly aunt and uncle, for example. Google uncovered something of a holy grail statistic for both online marketers and the ever-struggling physical retailers out there: “Smartphone shoppers,” as Google has dubbed them, spend anywhere from 25-50% more on their shopping trips than infrequent smartphone users.

What’s it all mean for the paid search marketer? A lot, actually. The full report is chock full of statistics like these:

  • 82% of Smartphone Shoppers use a search engine as their primary tool to research their purchases.
  • Smartphone Shoppers spend an average of 15 minutes on their phone while they’re in the store.
  • 53% use their phone to make price comparisons, more than any other activity, but looking for promotional deals was not far behind at 39%.

Here’s a quaint little infographic with some of the high-level takeaways, but make sure you check out the full report too:

Google Mobile Shopping

The Latest PPC Updates to Catapult Campaigns in 2019

In this webinar, Hanapin’s Kelly Pollock and Optmyzr’s Fred Vallaeys will point out which updates have made (and will make) a major impact on digital marketers, and what we should be preparing ourselves for as we fly into 2019.

Top Tips for Building Your Digital Marketing Team

While hiring is only one part of building your team, hiring the right candidates to add to your team is a vital step in building a high performing team. Molly Nagy, Senior HR Coordinator, talks about her experience working with hiring managers within and outside...


Enter your email address below.