In honour of the 2015 UK Mobile Path to Purchase report launch, xAd created an infographic comparing some of the key trends in mobile behaviour across the US and UK, showing how intent, immediacy and proximity all play a role in how, when and where a person will complete their purchase journey.
Four key differences in mobile preferences between the US and UK:
- A greater percentage of the population relies on smartphones in the UK, yet advertising spending is increasing at a faster rate in the US.
- The switch from desktop to mobile use is much greater in the UK.
- While the percentage of mobile researchers who go on to make a purchase is the same, Americans convert in-store at a much greater rate.
- UK consumers have higher expectations for businesses to be closer to them, while people in the US will travel farther to get what they want and need.
View the infographic in full here and download the UK Mobile Path to Purchase report here.
Sabrina Bailey-Navalon is EMEA marketing director 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.
