William Rosen

Chicago -- Fifty percent of Americans use a mobile device to navigate their shopping journey, according to a new study released by Arc Worldwide, Leo Burnett’s marketing services arm. The study -- “Marketing to the Mobile Shopper” -- found that mobile shopping has become a way of life for Americans. This trend is changing the traditional shopping journey and leaving companies with a serious ultimatum: deliver valuable mobile experiences or risk losing customers. “Mobile shopping has created multiple paths to purchase,” said William Rosen, president and chief creative officer of Arc Worldwide. “It has completely transformed the way people

Retailers must answer the call to make mobile shopping easier and more engaging or they risk getting disconnected from the majority of mobile device users. While 89.7 percent of the U.S. population aged 18 to 64 have mobile phones, only 49.1 percent are using their phones to shop, according to Arc Worldwide, the marketing services arm of advertising agency Leo Burnett.