Mobile is now considered the most important resource for consumer purchase decisions, with about half of people using their devices to research products and services over PCs.
According to a new study by xAd advertising solutions and Telmetrics call tracking provider, nearly two thirds of time spent online is on mobile devices. This figure lends itself to the increase in mobile-exclusive product research with about one third of respondents not using a desktop for research at all.
The study, compiled by Nielsen, gathered responses from more than 2,000 mobile users as well as 6,000 Apple and Android users making purchases in automotive, entrainment, restaurant and telecom industries.
Only about 20 percent of mobile users reportedly know exactly what they’re looking for. The research identifies an opportunity for marketers to grab customers’ attention early in the funnel with improved brand awareness and other campaigns, but the window of opportunity is slim, since about 65 percent of mobile users want to make the purchase that same day. Within the restaurant and entertainment industries, decisions are made within the same hour.
“The truly pervasive nature of mobile is reinforcing the opportunity for advertisers to pursue mobile’s ready-to-buy audience and clearer performance metrics,” said Bill Dinan, president of Telmetrics. “Capturing consumer engagement points throughout the mobile path to purchase is essential to optimizing mobile ad programs to reach consumers when they are most open to options for fulfilling their purchase needs.”
While the study focuses on consumer markets, B2B marketers should consider broader trends in consumer behavior and how they influence buyer expectations in their industries as well. Laura Ramos, Vice President and Principal Analyst with Forrester Research, talked with CMO.com about how B2B buyers have taken their expectations for brand interaction with them to work, shaking up the world of business-to-business marketing (B2B) along the way.
“We’re in the age of the customer,” says Ramos, “Buyers are in control.”