Ten years ago, Apple released the first iPhone. Desktop search was king. Today it is really a thing of the past. Within this short period of time, consumers have learned that anything they need is available to them whenever and wherever they want. According to our recent Mobile Technology Monitor™, 75% of consumers use a mobile device when searching for a local product or service. Up nearly 50% from four years ago, it is way past the tipping point. Mobile devices have moved to the center of consumers’ multi-platform universe.
Some other key finding from the study include:
Information obtained from mobile search and mobile apps play a critical role in the purchase process. Over 80% of hyper-connected mobile users use mobile search to find information. In-store, mobile apps play a huge role with general search apps, store branded apps, social media apps, and location based apps leading the way.
Mobile users are receptive to ads. Seventy-five percent of mobile users are willing to receive information from retailers if the content is relevant to their needs. Eighty percent of hyper-connected users have clicked/tapped on mobile ads with 93% having purchased an item as a direct result of the mobile ad. Mobile amplifies retail sales.
In-store mobile usage should be embraced by marketers and retailers. These consumers typically convert at a 55% higher rate than non-mobile users and the hyper-connected segment spends on average 45% more than they had originally planned. Marketing to these consumers is and will continue to be a challenge as their behaviors evolve.
Here are some tips for marketers to stay ahead.