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.

1. Recognize consumers are always in the consideration mode. Whether they are in front of a desktop computer or using a mobile device, consumers want to be able to access information and seamlessly transition from one device to another. Using wish lists, setting up personalized content/profiles with product likes and dislikes, automatic notifications systems, and digital coupon storage are all examples of how businesses can utilize technology to transition between screens.
2. Think of mobile as an in-store engagement tool. Businesses need to embrace and encourage mobile phone usage in-store. It’s not going away. Remove traditional friction points. Utilize customized apps to personalize the physical shopping experience. Encourage price comparisons and guarantee price matches. Do simple things like integrating coupons and loyalty cards into a mobile app and enable mobile payments and automatic checkouts or put up a physical sign next to an item(s) that have a digital/mobile coupon available via the app or website.
3. Remember location and context matter. Mobile shoppers will accept messages if they are relevant and have some sort of value. Utilize location-based marketing to offer coupons, sales alerts, messages about important events and more, as they go about their daily routines. When designing location-based campaigns remember relevant information makes for more effective ads.