A report from ForeSee found that more consumers are using their smartphones to browse products on the web while in stores.

According to ForeSee, consumers are increasingly likely to use their smartphones to research purchases online while in stores. Many go to stores to research products and see them in person prior to buying online, but still opt for ecommerce over in-store transactions. Developing a strong web presence can help businesses direct shoppers to their websites, rather than going to a competitors’ site or that of a web-only retailer.

Sixty-five percent of respondents said they access a store’s website to make a purchase while shopping at a brick-and-mortar location. Whether or not companies have abundant physical locations, the need for a strong content marketing campaign is also clear if marketers hope to lure patrons to make purchases with them instead of the stores they visit; 43 percent said they visit a competitor’s website while in a store.

More than anything, ForeSee’s study demonstrates the increasing value of a strong web presence. Consumers are becoming more comfortable buying products online. Aside from lower prices they sometimes find on the web, having the item delivered directly to them is an attractive alternative for most. Marketers might want to optimize product landing pages with information about delivery options, accordingly.

Retailers catering to twenty- and thirty-something’s might find it especially beneficial to practice new media marketing to fuel ecommerce as Gen Y spends more on ecommerce than other age groups. Plus, Brafton recently reported that younger generations of American adults are among those most likely to use their smartphones to find good value on the web. Appealing to these users with strong integrated marketing campaigns, including SEO and social media marketing, can help businesses convert these consumers. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.