The Moment of Truth, according to A.G. Lafley (former CEO of P&G), is the moment when a consumer walks up to a store shelf and find the products stocked.

Mobile agency Momads realises that the first Moment of Truth is increasingly going mobile, owners are using their mobile phones to obtain information about products, compare features and get the best prices.

With that in mind, Momads created a rich infographic visualising how mobile plays its part in the shopping process:

infographic How Mobile Influences The Shopping Process [Infographic]