Smartphone Usage as a Research Tool Increased by 110%, With 73% of Consumers Engaging With Ads Prior to Shopping
NinthDecimal, the leading mobile audience intelligence company, recently released its quarterly “Mobile Audience Insights Report,” which focuses on the retail industry and examines how mobile is increasingly influencing consumers’ path-to-purchase. In fact, mobile advertising drove 51 percent more store traffic for retailers than non-retail mobile campaigns. Retail marketers also have a significant in-store opportunity, as indicated by a compelling finding that consumers want to receive more mobile ads with discounts (61 percent) and sale item notifications (42 percent) than they are already receiving.
“In a continually evolving, mobile-first world, marketers have a tremendous opportunity to influence their target audiences’ purchase journey from product research through point of sale,” said David Staas, president of NinthDecimal. “As our report reveals, consumers’ rapid adoption and usage of their mobile devices has expanded their openness to brand engagement earlier in their path-to-purchase, offering retail brands numerous touch points to influence consumer buying decisions.”
Consumers Are Engaging With Mobile Early in Their Retail Path-to-PurchaseConsumers turn to their mobile devices when researching retail goods much earlier than they do when making purchases in any other industry, according to NinthDecimal’s data. In fact, a stunning 81 percent of shoppers start looking for retail goods on their mobile devices before they visit a retail store, indicating retailers would benefit from engaging with their audience earlier than many currently are. In addition, 69 percent of buyers begin their retail path-to-purchase at home. The process begins earliest for the most expensive items — 45 days, on average, for products that cost more than $1,000, and 10 days for retail goods that cost less than $50.
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