The great debate app vs. browser?
Retailers are on a mission to reach consumers wherever they are. Mobile advertisers are still struggling with the uncertainty of the whether their campaigns should be concentrated on mobile browser or apps. Industry studies found that most online touchpoints happen on mobile-optimized websites and conversion rates on retailer apps are higher than on mobile-optimized web. This means advertisers need to be present everywhere on mobile, a combined and enforced strategy between browser and app inventories. If executed properly, brands can increase purchases and avoid abandoned shopping carts with personalised push notifications and promotions.

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Mobile shoppers are going wallet-less
With the introduction of mobile and contactless payment methods to facilitate transactions, brands must adapt their marketing strategies accordingly. Considering the habits of the empowered mobile shopper, advertisers need not fall victim to the showrooming, but rather use this opportunity to drive more traffic into stores. With contactless card expected to double worldwide by 2021, smartphones will become more important than the physical wallet.

Omni-channel shoppers
Practicing both webrooming and showrooming are phenomena that are become the norm when it comes to shopping. This means that people are both shopping online then going into stores to make purchases, as well as checking out merchandise in-store then buying online. What this means for advertisers is that there is an imperative need to have a mobile presence despite the choice of conversion methods.

A global movement toward online
It’s clear: mobile-first shoppers are the future. Around the world, the stats continue to grow consumes become increasingly attached to their mobile devices. Adult consumers in the States are spending an average of 3 hours and 18 minutes on their mobiles this year. Advertisers cannot ignore all signs pointing towards this dominating channel for conversion.What’s more, young people and parents are paving the way to this mobile-first future. 50% of mobile-first Shoppers are between the age of 18–34 and, given that mobile is most parents’ life line, parents make up over 50% of Mobile-first Shoppers.