It’s not only consumers who search on their smartphones before making a purchase. B2B customers looking for products and services for their businesses also turn to their personal phones and tablets for product comparisons, reading newsletters and general research. According to an IDG Global Solutions (IGS) survey, 93 percent of B2B customers feel comfortable downloading and using work-related mobile apps on their personal tablet. However, when it comes to actually purchasing products or services, consumers feel significantly more comfortable making the purchase on a computer or smartphone than do business professionals. Looks like B2B marketers still have a way to go when it comes to taking full advantage of m-commerce.
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