While there has been much debate about consumers’ multi-screen use – switching from PC to smartphone to TV to tablet and back – what struck me the most about the results of our xAd-Telmetrics 2013 Mobile Path-to-Purchase Study is that 46 percent of consumers use their mobile device exclusively for purchase-related activity. What’s not surprising is that the biggest influence on their purchase decisions is local relevance. For marketers who are trying to optimize their mobile ad programs, these findings are key.
Conducted for the second year in a row, the Mobile Path-to-Purchase Study covers what more than 2,000 U.S. smartphone and tablet users report they are doing via their mobile devices and captures their actual preferences and behaviors in the Retail, Gas/Convenience, Insurance and Banking/Finance categories. As with last year’s results, it is evident that mobile preferences, behaviors and purchase timing vary by category. We’ll be releasing a deep dive for each category in the coming months.
Overall, mobile searchers had very high purchase intent with 60 percent of smartphone users and 53 percent of tablet users having completed purchases related to their mobile activity. While the timing of purchase selection depends on the category and device, more than half (53 percent) of mobile users are making their purchases offline or in-store. This is even more prevalent on smartphones with 74 percent completing their transactions offline.
As only half of mobile searchers report knowing exactly what they are looking for, marketers have an opportunity to influence a significant number of mobile consumers. However, given the importance of local marketers must continue to refine their in-app mobile presence and their mobile-optimized sites, ensuring that local identifiers such as phone numbers, address, maps and driving directions are given priority placement.
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