Shopper's mobile use in research and buying is exploding. It's no longer enough to think of consumers as online vs. in-store.
The mobile shopper is neither and both of these, becoming the norm rather than the exception. And, just like their desktop counterparts, mobile shoppers who read reviews and other customer-written content are far more likely to convert than those who don't. In fact, mobile shoppers who read customer content like reviews show 133% higher conversion rate. Even if your product is a non-digital product, you can bet your customers are doing research via mobile devices.