Mobile as a Bridge to In-Store

In AdAge:    Writing about a recent Google study.  Obvious at one level, but also an increasingly important concept as mobile becomes our ever available information platform.  " ... 80% of searches on smartphones are spontaneous, as opposed to planned, and nearly half of those are goal-oriented. Often those goals are purchases and, to Jonathan Alferness, this is evidence of mobile's role as a bridge -- and an extremely valuable one -- from the digital world to the physical one.... "