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BizReport : Mobile Marketing : May 01, 2013

46% use mobile only in path-to-purchase

Today's mobile consumers increasingly start their path-to-purchase on a mobile device yet around half convert offline or on another screen, according to new research released by Telmetrics and xAd.

by Helen Leggatt

xAd logo.jpgIn the 2nd Annual U.S. Mobile Path-to-Purchase study, released by mobile location-based ad network xAd and mobile call measurement provider Telmetrics, mobile was found to rival desktop as a primary media resource.

Results show that of 45% of consumers searching for local products and services reach for their mobile device first, compared with 49% who head online via a PC. Nearly half (46%) of mobile users said they used mobile exclusively as their primary research tool. Furthermore, one in three mobile users said they used their device throughout the entire research and purchasing process.

"This year's Mobile Path-to-Purchase study validates that consumers are increasingly turning to smartphones and tablets for their shopping-related needs as adoption of mobile devices continues to surge, and brand marketers and their agency counterparts need to formulate their mobile strategies accordingly," said Monica Ho, vice president of marketing, xAd Inc.

However, as Telmetrics president Bill Dinan points out, while one in three uses their device throughout the entire purchase process, there is a bigger element who begin their search on mobile and then use another screen, their PC, to complete another task - switching between the two devices throughout their purchase journey. This highlights the need for integration across screens and that, while mobile is an important part of the process, it is not always used in isolation, nor is it an "either/or" scenario.

Tags: consumer insight, mcommerce, mobile marketing, mobile search, purchase process, research, search marketing

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