Consumers are connected to every marketing channel more than ever thanks to the wide adoption of smartphones. This mobile connection has changed the way consumers engage with brands throughout the customer journey. By always being within arms reach, consumers can research and shop with their smartphones at practically any given place and time.

Not only does mobile fuse both online and offline channels, but it plays a role in influencing purchases that may happen on different devices, such as a desktop. Marketers who understand mobile’s role within the omni-channel customer journey will find greater success when crafting, analyzing, and optimizing their marketing campaigns as a whole.

Let’s navigate through 5 compelling stats to help marketers grasp the role mobile plays in the omni-channel customer journey:

#1: Mobile Drives Offline Conversions

While consumers mainly research online, they aren’t limited to the Internet when they make a purchase. Mobile searchers will shop in a store or call a business thanks to click-to-call technology. Mobile searchers are:

  • 39% more likely to call a business.
  • 57% more likely to visit a store.
  • 51% more likely to make a purchase.

Why is that? For starters, not everyone has the same path to purchase. And if the product or service is a complex or considered purchase, then consumers often want to speak with a real human being to immediately address their questions.

Let’s say you’re in the market for a new smartphone. You may compare the Android against the iPhone, or even the Pixel to your outdated smartphone. You may even call your cell phone provider to learn more about their current deals. And if you find yourself gravitating towards a new and unfamiliar brand then you’ll probably want to see the phone in person before completing your purchase.

#2: The Majority of Mobile Searches Have Local Intent

The primary focus of local search is to find a specific business that offers the product or service you desire. These searches tend to have a high purchase intent. Consumers use a number of devices to conduct local searches, but when nearly 80% of mobile local searches result in a purchase (compared to 61% of desktop), it’s clear that mobile plays a key role in the customer journey.

  • 78% of local mobile searches result in purchases, with nearly 90% happening in-store or over the phone.
  • 76% of smartphone searchers visit a nearby store within 24 hours.

If you were in the market for a new car or house, you’d probably search for a nearby agent to help answer your questions and assist you through the complex purchase. And in our previous example, you’re likely to search for the nearest Verizon or Apple store if you’re interested in purchasing an iPhone from them.

#3: Mobile Aids in Product Decision While In-Store

The smartphone doesn’t disappear from the customer journey after a consumer decides to visit a store or call a business. It’s often used as a tool to aid in a final purchase decision.

  • 82% of smartphone users will use their mobile devices to help them make a product decision while in a store.
  • After looking something up on their smartphone, 1 in 4 shoppers will change their mind about a product while in the checkout line.

Consumers can be influenced down to the very last moment. Have you ever used your smartphone to compare a price while you’re in a store? Consumers conduct price comparisons. They double check reviews. They rely on their phones to help them make their final in-store purchase decision, especially when they’re on the fence. Google defines this in-the-moment act as a micro-moment. It goes without saying: the smartphone can either make or break a consumer’s purchase decision.

#4: There’s Power With Multi-Channel Reach

The combination of display ads and Facebook ads exposes consumers to your brand and message, which aid in driving search conversions. While someone may not convert directly from these ads, research from Pretarget and Yahoo and Facebook IQ show that consumers are more likely to run a search and convert from search ads when they’re exposed to your brand through other means.

  • 27% perform a search after viewing display ad.
  • Conversions jump 59% when search relates to display ad.
  • 6.3% lift in mobile searches from Facebook ad.

#5: Mobile Isn’t The Only Influencer in Purchase Behaviors

It’s important to note that while mobile plays a large role throughout the omni-channel customer journey, it doesn’t mean you should focus only on mobile. You’ll want to account for desktop, tablet, and mobile.

  • 90% of people use multiple devices throughout their customer journey.
  • 40% of people that research on their smartphones will purchase on a desktop.

It’s likely that your customer journey will include all multi-device behaviors. By fusing the results of all devices across all channels (or least as many as possible) you’ll start to bridge the gap between your data. You’ll be one step close to truly understanding how everything comes together to produce a sale.

How can you do this? You can measure cross-device conversions in AdWords to discover how each device plays a role in the customer purchase behaviors. This way, you’re properly allocating your budget to the devices that help influence and finalize a sale.

How To Bridge The Data Gap Across Channels

As a digital marketer, you now understand how much data you’re gathering from multiple devices and channels. And mobile is the one common connector that keeps everything intertwined. You can start to bridge the gap by accounting for offline conversions.

Take Google, for example. They’ve taken major strides to attribute in-store sales to search and, most recently, display. They’ve been able to track over a billion store visits back to display by using location extensions and store visits, delivering nearly 100% accuracy. They’ve helped businesses like The Home Depot deliver an increase of 8X in-store ROI by reaching consumers near their locations that are likely to engage.

Offline call conversions also help shed greater light on the omni-channel customer journey. With mobile driving offline conversions, it’s important digital marketers account for calls in addition to in-store visits. And call attribution technology helps marketers prove and optimize ROI from call conversions, the same way they do for clicks, across all marketing channels and devices, including display.

To learn more about the new omni-channel customer journey, download the Calls and the New Customer Journey: How Marketers Drive Revenue by Mastering the Call Channel.