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BizReport : Mobile Marketing : November 20, 2015

Report reveals 60% YoY rise in 'inverse showrooming'

The third annual 'UK Mobile Path to Purchase' report from xAd has been released and it reveals that in-store use of mobile has increased four-fold in the last two years along with a rise in 'inverse showrooming'.

by Helen Leggatt

xAd's latest report analyzed survey responses from 1,473 smartphone users in the UK who have used their device to make a purchase decision (within 30 days of the survey). More than half (53%) of those surveyed said their mobile device was the most essential tool in their purchase decision making. Those age 35 and under were 2.5X more likely to rely on their mobile device as a primary source of information. In categories like grocery over a third of shoppers rely solely on mobile.

Interestingly, particularly among those for whom 'showrooming' spelled doom and gloom for brick-and-mortar stores, xAd's report also revealed a rise in 'inverse showrooming'. Sixty percent of consumers who had researched goods in-store purchased in that location, rather than leaving the store to make an online purchase from home.

Theo Theodorou, head of EMEA at xAd, said the results demonstrate a huge opportunity for brands to engage with consumers by leveraging the 'here and now' nature of mobile.

"The context around a consumer's location - where they are and where they've been - is one of the strongest indicators of purchase intent in real-time and provides brands with invaluable insight about how to engage consumers when they're either on-the-go or using their device at home," he said.

"It's tougher than ever for brands to understand how their customers are behaving, especially as they become more mobile," Theodorou added. "However, with precision and the scale to identify who to reach and when, marketers can understand how best to use mobile advertising. Real-time location insights allow marketers to better allocate their budgets and tailor their strategies, which will be particularly valuable as brands push for year-end success."

Image via Shutterstock

Tags: mobile, retail, showrooming

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