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BizReport : Mobile Marketing : February 01, 2012


TV ads prompt 44% of mobile users to pick up the phone

Smartphones are playing a greater role in consumer in-store purchasing habits than ever before, according to new studies from the Internet Advertising Bureau (IAB) and the Pew Internet and American Life Project.

by Helen Leggatt

Always-to-hand mobile devices are being used to research and purchase products more than ever before. Whether at the mall or couch-surfing in front of the television, mobile users turn to their device to search products and compare prices.

When the IAB surveyed 800 smartphone users in the UK they found that 44% of mobile users reached for their mobile to research a product after seeing an ad for it on television.

Even in-store consumers are quick to consult their mobile device. Over half (55%) searched the Internet while in-store and just under half (49%) carried out price comparisons while in-store or browsing the mall.

So influential is their mobile device that their shopping companions' advice comes second to that found on their smartphone or tablet. Eighteen percent said they trust their mobile device over their shopping companion (15%) when making in-store decisions.

"By showing the deep impact digital devices are having from brand awareness, to research, to purchase (both in store and online), we hope advertisers will have a clearer understanding of how to adapt their strategy," said the IAB's senior mobile manger, Alex Kozloff. "In particular, the way the way consumers are turning to their mobile phone in store is a strong call to action for retailers to react to this growing trend."

A recent study of 1,000 U.S. mobile users by the Pew Internet and American Life Project revealed 25% use a smartphone to search and compare products and prices while in-store. However, Pew's research suggests that more consumers (38%) used their mobile device to contact a friend while in-store to help make their purchase decision.






Tags: brand awareness, consumer insight, e-commerce, in-store, m-commerce, mobile strategy, price comparison, product research, purchase behavior, retail








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