Article 8 Device Switching in Online Purchasing

Question 1

What is being studied?

Answer 1

The role of device switching on the online path to purchase.

Question 2

Why is this important to study?

Answer 2

Because it provides information on the contribution of different devices in different scenarios.

It helps make the right budget allocation decisions.

Question 3

How and where is this research conducted?

Answer 3

Individual-level clickstream data was collected from a large European retailer between 2011 and 2012.

Different customer sessions were included, on different devices.

Question 4

What are the main findings?

Answer 4

• Switching from a more mobile to a less mobile device leads to a higher conversion rate.
• Customers who use multiple channels are more connected to the firm and therefore more valuable.

Question 5

What are the limitations?

Answer 5

• Not all sessions, across all devices, for each customer, are identified correctly.
• No distinction can be made between laptop and desktop users.