Path to Purchase Starts and Ends on Smartphones for UK Millennials

"According to December 2014 research conducted by Global Market Insite (GMI) for the Mobile Marketing Association (MMA), more UK millennials—ages 18 to 34—were likely to start and end their shopping journeys on their smartphones than any other age group. When it came to completing the purchase cycle via smartphone, UK millennials were also well ahead of the curve

However, the MMA study found that laptops/desktops remained most popular for both starting and ending the path to purchase among UK consumers generally, and likely even for millennials."