• The Financial, Monday, January 21, 2013 12:45 PM

With digital storefronts just an arm’s length away, millions are reaching first for their smartphone when the urge to shop strikes. Whether at home or on the go, these consumers use their phones to browse and research products, hunt for deals and make purchases.

As emarketer Inc. said, US consumers will spend $37.44 billion in 2013 on retail purchases made via smartphones and tablets, up from $23.72 billion last year, according to a new emarketer report, “Retail Mobile Commerce Forecast: Shoppers Turn to Smartphones First.” But increased sales don’t tell the whole story. Even when shoppers do not buy on mobile and instead turn to the computer or a store to make a final purchase, the devices still play a critical role in the purchase funnel.

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