A report from Nielsen suggests that more consumers are turning to their smartphones to access content discussing products they plan to purchase while shopping.

A report from Nielsen suggests that electronics shops and department stores are the locations where consumers are most likely to turn to their smartphones for online shopping. For marketers, this demonstrates the value of web content marketing for products in these verticals.

Seventy-three percent of respondents said that they turn to their smartphones for information on electronics they plan to purchase while in stores. An additional 43 percent said the same for department stores. Other locations consumers consult the web from include office supply stores, specialty clothing stores and grocery stores.

Many respondents said that they read product reviews and website content when shopping. Any article or blog post that helps consumers learn more about the products they’re considering can influence their purchase decisions. Developing these pieces as part of a content marketing strategy can help businesses appeal to potential customers and others in a less invasive manner than traditional advertising materials.

Consumers also turn to their smartphones while shopping to find coupons, price comparisons with different vendors on the web and QR codes businesses use.

Brafton recently reported that the global smartphone market has grown by 42 percent in the last year. Moreover, smartphone ownership is expected to continue its rapid surge in the next few years. As portable, internet-enabled devices promote constant web access, businesses must consider ways to keep their internet marketing campaigns fresh to drive maximum impact among Americans who do online research while they shop.

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.