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BizReport : Mobile Marketing : November 20, 2013

JiWire: CPG brands finding mobile success

For consumer packaged goods (CPG) brands, mobile is turning out to be quite the channel. That according to new data out from JiWire, which shows 60% of people now use smartphones to compile shopping lists and 65% add items to those lists after seeing mobile ads.

by Kristina Knight

According to the new JiWire Mobile Audience Insights Report the mobile space is ripe for CPG brands, thanks to the new 'always on' mobile consumer. According to the report nearly two-thirds of shoppers are now making mobile lists before shopping and are adding items to those digital lists once they see a mobile ad. In addition, 69% have said mobile ads/content, like recipes, 'enhance their in-store experience'.

"CPG brands have an invaluable opportunity to engage and influence consumers at every point in their purchase path thanks to the role mobile now plays in the grocery shopping experience," said David Staas, president, JiWire. "Mobile provides that engagement opportunity to influence the consumer before the get to the store, and can create continuity through to purchase and measurement. It's a great time to be a CPG brand investing in mobile."

Other interesting findings include:

• Most families own 3.9 mobile devices
• Smartphones are the preferred shopping devices for list-making and sharing
• 69% say mobile notifications - like coupons, daily deals or recipe information - enhance their in-store experience
• A 5 mile radius is the sweet spot to get shoppers into stores
• Mobile WiFi connections increased 21% between 2012 and 2013

According to the report, shoppers are most likely to respond to a mobile ad if they're within 5 miles of the store being advertised.

Image via Shutterstock

Tags: cpg brands, JiWire, mobile ads, mobile content, mobile marketing

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