Mobile has changed consumer behaviour.
A survey of 9,000 people from the US, UK, France, Germany, Australia, Singapore and India showed that two out of three shoppers use their mobile phones in-store, whether to use the app, compare prices, get reviews or buy online. Millennials are particularly adept at this, but baby boomers are also likely to use smartphones in-store.
Consumers are looking for personalised content but are cautious about their personal data. For example, 41% of consumers are likely to stay signed up if they have control over the frequency of their brand communications.