Mobile is increasingly becoming the "go-to" device for consumers who are looking to research a product or service they want to buy. These mobile users are moving through the purchase funnel (research to purchase) relatively fast.

According to a new Google study, 92% of people who researched a product/service on mobile made a purchase within a day and 76% visited a related business within a day. Beyond the device, search was the most used source when conducting this research and 87% said they turned to search first.

What makes this behavior even more compelling is that U.S. smartphone penetration of the mobile phone market is around 80%. This mobile-first market is having dramatic impacts on local commerce and advertising — not to mention the measurement and attribution implications.