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BizReport : Mobile Marketing : December 05, 2013

Commuters highly engaged and active mobile audience for brands, retailers

New research reveals the browsing and buying habits of today's mobile-connected commuters and urges brands to take advantage of the two times during the day that they are engaged and active.

by Helen Leggatt

My days of commuting were before the advent of mobile technology that didn't resemble a brick, but if I'd had the convenience and entertainment of a smartphone or tablet during the tedious hour and a half train commute I know I would be one of the increasing numbers making the most of the travel time to organize my life and shop.

According to new research from Geometry Global, reported in The Drum, a whopping 89% of commuters in the U.K. use their mobile device when travelling to and from work to browse the Internet and do a bit of shopping.

There's no surprise in the finding that many (59%) do so because it's convenient while sat in transit and saves them valuable time during the rest of the day. Furthermore, over half (51%) expect to increase their shopping behavior in the future.

Dreaming of better climes and activities other than work and commuting drives one third to look up travel and holiday ideas when commuting; while books and music (23%), clothes (22%) and food (17%) were popular mobile buys.

Brands and retailers could see significant advantages from engaging with this highly engaged, affluent and active group of shoppers, says Pietro Leone, EMEA CEO for Geometry Global, by tapping into the two key commute periods.

"Understanding how to tap into these two key times of day will pay dividends for brands that successfully connect with this new shopper group at the right time with the right message," said Leone, "and adds another dimension to the Purchase Decision Journeys that we map for our clients to influence consumer behavior and ultimately drive purchase."

Image via Shutterstock

Tags: brand marketing, mobile, mobile shopping, retailer tips

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