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 research and purchase products. Companies looking to crack the ‘mobile code’ must understand shoppers’ unique demands by category and shopper type, which we have carefully explored in this study.”

Click here to view the study.