MYTH #4: Not many B2B researchers use mobile REALITY #4: Mobile usage is intensifying; B2B researchers are using it throughout their entire path According to the study, 42% of researchers use a mobile device during the B2B purchasing process. Of those, there has been an impressive 91% growth in use over the past two years throughout the entire path (instead of just at the initial stages of research). While there's been only a 6% increase in usage since 2012, it’s important to note that the activity of those who do use a smartphone has intensified. As a result, we’re seeing a 3X growth in mobile queries. B2B researchers are not just using mobile when they are out and about, but rather wherever they are. In fact, 49% of B2B researchers who use their mobile devices for product research do so while at work. They're comparing prices, reading about products, comparing feature sets and contacting retailers. They're purchasing, too; purchase rates on mobile are up 22% in the past two years. Considering the amount of time they're spending on their smartphones, it's important that you provide them with rich mobile experiences. growth in B2B researchers 91 using smartphones throughout %the path to purchase ! ? $ :) Inspiration Research Purchase Post Purchase Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014. thinkwithgoogle.com 6