Webcast: Why the Future of Online Shopping Is Multi-Device, Not Mobile

Evert de Haan, P.K. Kannan, Peter C. Verhoef, and Thorsten Wiesel
 

 

 
Key Takeaways
​Webcast originally recorded October 4, 2018​​​​​​​​​​​​​​​​​

Author Evert de Haan (Goethe University Frankfurt) presents his findings related to online shoppers who use more than one device during their purchasing processes. He finds that conversion rates are higher when consumers start on a mobile device and end on a less mobile device such as a desktop or laptop. The results indicate that marketers and businesses should encourage multidevice shopping with tools such as cross-device shopping carts.


 
ABOUT THE AUTHOR:
Evert de Haan, P.K. Kannan, Peter C. Verhoef, and Thorsten Wiesel

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