About mobile consumers

1. mobilepathtopurchase.com
MOBILE SEARCH DRIVES PURCHASES
NEARLY 2 OUT OF 3
mobile shoppers ultimately
MAKE A PURCHASE
Additional 16%
plan to make a purchase
in the near future
Restaurants
have the highest
conversion rate
+
80%
$ $
MOBILE-DRIVEN PURCHASES HAPPEN
QUICKLY AND MOSTLY OFFLINE
65%want to complete
purchase within a day
64%completed
purchase offline
52% visited a store
during the research process
Majority of restaurant and
entertainment researchers
want to purchase within the hour
49%look for deals
UP TO 53%
of mobile shoppers
called a business
PRICING & LOCATION
LOOKUPS ARE HEAVIEST
ACTIVITIES FOR
PURCHASE RESEARCH
SALENEARLY
60%ACROSS CATEGORIES
WANT A LOCATION WITHIN 5 MILES
NEARLY 15% OF AUTO & TELECOM SHOPPERS
WANT A LOCATION WITHIN 1 MILE>50%
Source: xAd/Telmetrics Mobile Path-to-Purchase Study 2014. Visit mobilepathtopurchase.com for more info.
DEMAND FOR REVIEWS AND CLEAR
CONTACT INFO GROWING
Good reviews
Easy to find contact
info/phone number
Coupons/Deals
INCREASED IMPORTANCE
OVER 2013
75%
55%
33%
Local phone numbers
PREFERRED 3-1 OVER
toll-free numbers
MOST
IMPORTANT
MOBILE
FEATURES:
MOBILE CANNIBALIZING PC
MOBILE IS AN ESSENTIAL, EVERYDAY PURCHASE TOOL
MOST MOBILE ACTIVITY IS TOP FUNNEL WHERE
SHOPPERS ARE MORE OPEN TO INFLUENCE
MOBILE SHOPPERS FOCUS ON PRICE AND
LOCATION FOR PURCHASE DECISIONS
VS
1 out of 5
(2014)
50+%REACH FOR MOBILE
AT START OF PATH
TO PURCHASE 1 out of 3
(2013)
MOBILE IS NOW A
DOMINANT
PART OF CONSUMER
PURCHASE DECISIONS
US EDITION
MORE THAN
1/3of mobile
shoppers use
mobile exclusively2013 2014
32%
53%
MOBILE REACH & USAGE
SEES SHIFT AWAY FROM PCs of total online time
spent on mobile.
>50%
UP TO
50%consider mobile most
important resource in
purchase process
KNOW EXACTLY WHAT THEY'RE LOOKING FOR
At-Home Smartphone
Usage Growing