Not only are more smartphone users purchasing with their mobile devices, but more people are choosing to make those purchases via mobile web rather than via mobile apps. These figures come from the latest European data from ComScore (July 2016), and echoes similar findings in a survey of US shoppers by Forrester (August 2015). However, while web will be the route to serving the majority of your mobile customers, this does not necessarily prohibit investment in a mobile app. Those retailers which have a sufficiently large core of extremely loyal and very regular mobile shoppers who will download, retain and use a mobile app, may be able to justify the very significant expense of developing, promoting and maintaining a separate mobile channel. Read More>>