Mobile devices have moved to the center of consumers’ multi-platform universe, and has transformed the way they search for local information and purchase products. The ‘2015 Local Search’ survey conducted by Thrive Analytics, found adults use their smartphones while shopping in malls, grocery or retail stores often (38%), sometimes (30%), every time (22%), and never (10%). The top in-store activities are looking for deals (54%), comparing prices (51%), and looking at reviews (39%). The traditional consumer marketing model is gone. The model viewed consumers in media silos and have communicated and marketed to them that way. Today’s consumer uses and is influenced by multiple media blurring the lines between channels. The challenge for marketers is identifying the exact moment and device to deliver relevant and engaging content. With people “addicted” to looking at their mobile devices, understanding the differences in how they are using the device and how they engage, connect and shop is crucial for marketers and businesses. At Thrive Analytics, we help our clients understand these changes.