Whether Mobile Shoppers Are Fickle or Smart, Holiday Retailers Need to Deal With Their Elusive Ways

76% change their minds

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Holiday shoppers can be pretty fickle, according to Google's retail-based study being released today. Fickle to the point that 76 percent of shoppers change their mind about which brand to purchase thanks to a Google mobile search. 

Picture the average consumer, walking into one shop in a mall before staring down at his or her phone for three minutes and walking out and into another store. Well, maybe that is not fickle at all—just smart. Either way, retailers have to be ready to convert prospects into customers in real time. 

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