It’s no secret that consumers are completely attached to their phones. Mobile is an essential tool for communication, entertainment and especially commerce. This dependence on mobile has fundamentally disrupted the path to purchase; with multiple touch points and easy access to information, the consideration process is no longer a straightforward path.
Today, winning at commerce means winning in mobile – and winning in mobile means hitting a moving target.
With the busiest commerce season approaching quickly, xAd’s annual report on mobile usage and expectations is here to unveil new insights to help marketers plan how to best engage with their always-on and on-the-go audiences.
xAd’s 2015 US Mobile Path to Purchase report details how mobility impacts consumers’ intent, immediacy and context, providing marketers with the information they need to engage their audiences at the optimal time and place.
Here are a few insights from this year’s survey results that show how consumers’ expectations for immediacy and proximity continue to grow:
Mobile now dominates desktop
- 2015 is the first year when mobile has surpassed desktop as the “most important tool” for researching purchases.
Mobile researchers have a greater sense of urgency and purchase intent
- 35% of US shoppers who conducted research on their mobile device expect to buy within the hour.
- For big-ticket purchases such as cars, which take a great deal of research and consideration, nearly a quarter of shoppers searching on their smartphones want to convert right away.
- In addition, those who research goods and services on the go are nearly twice as likely to purchase within the hour than those at home, and have a greater likelihood to convert in store.
Five miles is the greatest distance people travel for most purchases
- Across all shopping categories, half of consumers wanting to make a transaction within an hour expect to travel up to five miles from their current location.
Sarah Ohle is senior director of global research at xAd
To find out more about the potential of location marketing, get in touch with the xAd team at contactus@xad.com
This advertisement feature is brought to you by xAd, sponsors of the Guardian Media Network’s Future of advertising hub.
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