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BizReport : Mobile Marketing : September 18, 2014

Study: Most shoppers engage via mobile before hitting stores

For more and more shoppers mobile is high on their retail path to purchase. According to new data out from Ninth Decimal most (81%) are now looking for retail product information on their mobile devices before going to the mall or department store. Most shoppers (69%) are also now beginning the path to purchase in their homes rather than in stores.

by Kristina Knight

No longer are we just in a material world, we're in a mobile world. That's the takeaway from this quarter's Mobile Audience Insights Report out from Ninth Decimal. According to their data more shoppers are now beginning their shopping trips within their homes by using mobile devices to research products, check pricing and look for coupons or discounts.

According to the report just over half (61%) of retail customers 'prefer to receive' mobile ads offering discounts while in-store while 42% say they want in-store ads to tell them what products are on sale. The research also shows that those shoppers exposed to mobile retail ads visited stores 65% more than those who didn't see mobile ads; researchers also found that retail-specific mobile ads pushed a 51% lift in store traffic.

"In a continually evolving, mobile-first world, marketers have a tremendous opportunity to influence their target audiences' purchase journey from product research through point of sale," said David Staas, president of NinthDecimal. "As our report reveals, consumers' rapid adoption and usage of their mobile devices has expanded their openness to brand engagement earlier in their path-to-purchase, offering retail brands numerous touch points to influence consumer buying decisions."

Some interesting findings from the Mobile Audience Insights Report include:

• Smartphones showed 110% growth (2013 vs. 2014) as consumers' product research device of choice, edging out tablets
• 81% of shoppers engage with retailers/products via mobile before leaving home as opposed to while shopping
• More than half say they'd like to see more mobile retail ads than they are currently seeing

Image via Shutterstock

Tags: m:commerce, mobile commerce, mobile marketing, mobile trends, Ninth Decimal

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