Businesses are increasingly using mobile apps to sell products, but the most successful know how to do it best.

To make your mobile strategies work, you need to use cross-channel marketing tools.

That’s according to a 2014 study, “Unlocking Today’s Mobile Shopper: What Drives Them to Buy,” commissioned by a firm, Local Corporation.

“Mobile devices and specifically smartphones continue to play a growing role in driving shoppers through the last mile of the path-to-purchase,” said Michael Sawtell, president and COO of Local Corporation, in a press release.

He said 27 percent of consumers have used smartphones to pay for an in-store purchase.

“Our research reflects that there are many important factors that influence purchase decisions for mobile shoppers, with ratings and reviews remaining a top influencer and rich localized product results gaining influence,” he added.

He said shoppers most-often use search engines when conducting product research on their mobile device.

Preferred research methods:

— Search engines (73 percent)

— Specific Sites (33 percent)

— Apps (24 percent)

Top influencers:

— Search results listings (50 percent)

— Peer ratings and reviews (42 percent)

— Search results showing local availability (31 percent)

Three most-searched categories:

— Clothing and accessories (50 percent)

— Consumer electronics (45 percent)

— Movies/music/video (44 percent)

Gender tendencies:

— Women are more likely to be influenced to purchase by email (33 percent vs. men at 27 percent)

— Men are more likely to be influenced to purchase by search results listings (51 percent vs. women at 48 percent)

Most trusted mobile-payment systems:

— Visa (24 percent)

— PayPal (21 percent)

— Apple (15 percent)

— Amazon (13 percent)

— American Express (7 percent)

Local Corporation is a local advertising and technology company that connects businesses with approximately a million online and mobile consumers. The online survey of nearly consumers was completed in March 2014 by The e-tailing group.

All respondents were pre-qualified for smartphone ownership and the sample was made up of 46 percent women and 54 percent men.

From the Coach’s Corner, related mobile tips:

You Risk Sales If You Don’t Use This Mobile-Web Strategy — You know, of course, strong brand perceptions and emotional engagement drive sales. You also know your mobile-site strategy should be a priority, as a  result of the skyrocketing popularity of mobile devices. But here’s a question: Is your mobile site actually hindering brand perception and emotional engagement?

11 Tips for the Best Business Mobile Web Site — If you operate a retail business, it’s increasingly important for your Web site to be easy-to-use for mobile users. The use of smartphones and tablets is skyrocketing, especially among Millennials — young adults aged 32 and under. Studies also show the majority of mobile aficionados use their devices to access the Internet.

Strategies to Create the Best Possible Mobile Apps — Consumer and enterprise penchants for mobile technology have skyrocketed but we’ve only scratched the surface in developing quality, application solutions. Mobile apps are expected to support initiatives for a company’s return on investment. That includes competitiveness in the marketplace; efficiency; enterprise and consumer relationships; and revenue – better yet, profits would be more ideal.

“I want to be buried with a mobile phone, just in case I’m not dead.”

-Amanda Holden

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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.