Report: the impact of mobile advertising on consumer behavior
Mobile marketing has a definite impact on purchase decisions. Customers are increasingly using mobile devices as handy assistants – both before and during shopping trips. NinthDecimal has prepared a report on consumer behavior in the use of mobile marketing when making purchases.
The report is based on data from 2. quarter of 2021. Compared to 2021, there has been as much as a 110% increase in the number of customers who search for product information via smartphones. While last year more people searched for information on tablets (37% compared to 20% for smartphones), this year the result tilted towards smartphones, with 45% of people searching for information on their phone and only 16% on tablets. One would think that tablet sales metrics would suggest a different outcome, but according to NinthDecimal, smartphones rule the roost.
The entire report is based on very clear charts and highlighting a few key pieces of information, allowing for quick and clear perception of information.
From decision to purchase
It turns out that mobile users are most interested in products in the broad field of entertainment. In second place is electronics, and in third place is clothing. As many as 37% of customers search for product information and 43% purchase products from the “entertainment” category via mobile devices.
Interestingly, the purchase rate is higher for almost every category than the information search rate (the exception is the jewelry category). So more and more customers are choosing to make purchases via mobile devices.
When searching for product information on a tablet, laptop or in the store itself, the customer makes the purchase via the same device or in the store itself. Against this background, the smartphone stands out. While as many as 72% of people search for product information on a smartphone, only 23% of those people also make a purchase on a smartphone – a result similar to the number of purchases made via tablets or laptops. However, the largest percentage, as many as 38% of smartphone users, choose to buy in-store. All in all, ok.
1/3 of people who search for product information on mobile devices or laptops still choose to buy in stores rather than through devices.
Interestingly, many people use mobile devices to search for product information even before they go shopping – this group accounts for as much as 81%. As many as 69% search for product information from home. On the way to or during the shopping itself, only 19% use the option to search for product information. There is also a specific relationship, according to which the more expensive the product we plan to buy, the earlier we seek information about it. For products priced above 1 thousand. For products up to $49, the lead time is 45 days.
For products up to $49 – 10 days on average.
The impact of mobile ads
It turns out that mobile ads have definitely more marketing potential than you might think. More than half of those surveyed – as many as 55% – admitted that in the past month they had made a purchase of a product they saw in a mobile ad. As many as 73% of people admit that advertising has the greatest impact on them even before they go shopping. The largest group – 60% of people – most often respond to ads containing discounts, or information about sales.
Ads containing product reviews or information about the product are also very popular.
Also, during the shopping itself, customers are most likely to use ads containing information about the promotional price of a product or a discount code. Purely informational ads have a much smaller response.