The Path To Purchase Beyond Retail

Thanks to IBM and eMarketer for compiling some great research on “The Path To Purchase Beyond Retail.”  Much is talked about regarding the path to purchase for retailers, but what about when it comes to the more services-oriented industries, such as banking, healthcare, telecom and travel? eMarketer has curated this Roundup of articles, insights and interviews to help you understand what is happening in the customer journey beyond the traditional retail sector.

We invite you to download a complimentary copy of our Roundup, Path to Purchase Beyond the Retail Vertical, to learn:


  • How US digital shoppers and buyers are stacking up this year
  • How services-oriented industries are tailoring ad spend to consumer behavior
  • How mobile is impacting the banking, healthcare and travel verticals
  • How Sprint Prepaid Group and Bloomberg are adapting to consumer habits

Receive your complimentary copy here.

The Roundup is presented by IBM.

One thing that is certain is that the path to purchase is no longer as linear as it once was.
Consumers are eager to book their next vacation or consolidate that pesky loan with convenience in mind. Today, digital channels allow for greater ease in both exploration and transaction. eMarketer estimates that 215.4 million people in the US will research and browse for products and services digitally this year, which translates to 91.6% of internet users. Additionally , nearly 185 million people will make at least one digital purchase during the year. Those figures will continue to rise through 2021, the end of
our forecast period. By that time, 92.5% of web users will shop online regularly, and 82.0% will buy online.
Mobile in particular plays a significant role in the path to purchase. This year, nearly 80% of digital buyers will make at least one purchase via a mobile device. Furthermore,
eMarketer estimates that 100.6 million will be buying on tablet and another 95.1 million on smartphone.
Double-digit growth in the number of smartphone shoppers is now a thing of the past, as increasingly more shoppers have adopted the trend
While the audience is still expected to grow over the forecast period, gains will be slower than in previous years.
Despite this, there will be an estimated 177.7 million US smartphone shoppers in 2017, which represents 83% of all US digital shoppers. In fact, more than eight in 10 smartphone users are expected to shop on their phone this year, though less than half will actually make a purchase, eMarketer predicts. The number of US consumers shopping on their handheld device will tick steadily higher through 2020, as time people spend on their phone increases.
When looking at specific service-related industries, consumers interested in making travel and banking decisions are increasingly turning to their smartphone. In 2017, 52% of US smartphone users will use their phone to make travel plans, and 28.5% will book a trip on their phone. And by 2020, eMarketer predicts, more than one-third of smartphone users will book travel using their device. Meanwhile, banking via smartphone has become a habit for more than 100 million US consumers. While the number of mobile banking users didn’t quite reach that milestone in 2016, updated eMarketer projections show the number could surpass 100 million by the end of this year.
And one can’t count out tablets. While shopping on a smartphone is popular, it’s still more common for consumers to complete a purchase on a tablet. More than
75% of those who shop on a tablet will make a purchase on a tablet, according to eMarketer. millions and % of internet users US Digital Shoppers and Buyers.
Read the full report by clicking the link below:

The Roundup is presented by IBM.

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