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BizReport : Mobile Marketing : October 16, 2014


Study: Mobile ads pushing more purchases

Mobile devices have been shown to push more interaction from shoppers in-store - from product research to coupon downloading - but one new study indicates there is a shift in m:commerce. The study, from Marin Software, indicates mobile is shifting from influencer to converter.

by Kristina Knight

New data out this week from Marin Software shows mobile devices are now pushing more conversions. According to researchers smartphones and tablets now account for about one-third of conversions on Google (30%) and Facebook (35%). Some interesting takeaways from the report include:

• 1 in 3 Facebook ad conversions took place via mobile (Q3 2014)
• Mobile ad conversions increased 16% Quarter over Quarter
• Mobile ads account for 52% of Facebook ad impressions
• Mobile ads account for 63% of Facebook ad clicks
• Mobile devices accounted for 31% of paid search impressions on Google (Q3 2014)
• Mobile devices accounted for 38% of search clicks

"While completing online transactions remains largely a desktop activity, a recent study by Marin Software analyzing the conversion rate of mobile ads suggests smartphones and tablets are increasingly being used by consumers to complete purchases," write the researchers with Marin Software. "The mobile conversion trend is consistent across channels, with similar increases recorded for search, social and display ads as consumers engage and complete transactions across the web from their smartphones and tablets."

The study further found:

• Mobile devices accounted for 40% of ad impressions
• 54% of ad clicks
• 38% of conversions






Image via Shutterstock

Tags: m:commerce trends, Marin Software, mobile commerce, mobile marketing








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