How do shoppers in different markets research a major purchase like a smartphone or tablet? How does their behaviour differ by country? That was the question we set out to answer in this cross-country study where investigating smartphone and tablet purchase journeys in the UK, Belgium, Russia and Romania.
It will come as no surprise that most shoppers who bought a smartphone carried out research online, but the numbers doing it might: 95% in Russia, 92% in Belgium, 86% in the UK and 77% in....