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Strategy, organization and data: the pillars of mobile transformation

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More than 3 out of 4 Smartphone Internet users base purchasing decisions on Mobile usage. 57% to purchase electronic goods, 53% for clothing and accessories and 27% for food shopping. The percentage of Smartphone Internet users, or Mobile Surfers, that purchase goods and services from their Smartphone went from 32% to 41% between the end of 2014 and the end of 2015. Those who use the device outside a store to check prices and promotions goes from 45% to 55%, while the number of people using it from inside a store grows from 31% to 34% of Mobile Surfers. The media market grabs the new opportunity: the social network ADV market and Video format more than doubles in value, bringing overall investments in Mobile Advertising up by 53% to 462 million €.

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