The influence of mobile and social on tech purchases is surprisingly high, according to an IDG Research Services survey. More than 9 in 10 tablet users and 72 percent of smartphone owners look for product reviews with their devices, and purchase-related activity was 70 percent or higher for both groups. Seeing a mobile ad drove 43 percent of consumers to the research phase, 21 percent to purchase.
The survey, titled "The Echo Effect: Understanding the Value of Tech Buyers," also found that social media exposure had a positive effect on tech buying as well.
"Mobile and social are converging to become one of the most powerful ways for marketers to influence prospects when they're shopping," says IDG Global Solutions president Matthew Yorke. "This research is a wake-up call for marketers."
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