Smartphones and Tablets Influence Consumer Purchasing Decisions on Mobile, Online and in Store

(Cross-posted on the Google Mobile Ads and Google Retail Blogs)

Retailers are largely focused on how consumers are shopping across channels and devices. We know consumers love their mobile and tablet devices, but we are just beginning to develop a strong understanding of how they engage with these devices as they make their purchase decisions. To gain greater insight into this key behavior, we partnered with Ipsos during the 2011 holiday shopping season to study online shoppers. We uncovered a number of interesting consumer behaviors across desktop computers, smartphones and tablets. The powerful data we uncovered can drive best practices for advertisers at every holiday and year round.

The first key mobile insight every advertiser should know is that consumers use their smartphones at many different points in their purchase path. 41% of those who used their mobile phones to help with shopping said they made a purchase directly on their smartphone. 46% said they researched an item on their smartphone then went to a store to make their purchase. 37% said they researched an item on their smartphone then made their purchase online.

29c7a  Screen+shot+2012 02 24+at+9.52.17+AM Smartphones and Tablets Influence Consumer Purchasing Decisions on Mobile, Online and in Store

Another key mobile insight that emerged is that consumers used all three devices throughout the research process, but some activities were more popular on specific devices. Consumers who owned tablets read product reviews and looked for product information more from their tablet devices than from their desktop computer or smartphone. This is likely due to the combination of the large screen and portability of the device that enables consumers to use it more often and in more places. Consumers are carrying tablets with them to the couch, while in the kitchen, and even to bed.

Not surprisingly, more consumers used their smartphones to contact a retailer. With the natural calling ability of phones and many click-to-call phone numbers on websites and in ads, smartphones make it easy to contact retailers, whether to see if the store has the product in stock, get directions or find store hours.

29c7a  Screen+shot+2012 02 24+at+9.52.33+AM Smartphones and Tablets Influence Consumer Purchasing Decisions on Mobile, Online and in Store

While the 2011 holiday season is now firmly behind us, it’s clear that smartphones and tablets are only going to become a bigger part of the consumer shopping experience. Among consumers that used their devices to shop last year, 80% of smartphone shoppers and 70% of tablet users said they used their device more frequently this year.

To stay ahead of this shift in consumer behavior, advertisers need to make sure they have a mobile optimized site, make it easy for customers to reach them with click-to-call and deliver a seamless experience between online and offline in-store. It’s the advertisers who engage with their customers across all three devices that will have a distinct advantage in 2012.

To learn more about consumer shopping behavior across the desktop computer, smartphone and tablet and view a full report on Post Holiday Learnings for 2012.

29c7a  jbyXFP8T8LY Smartphones and Tablets Influence Consumer Purchasing Decisions on Mobile, Online and in Store
Google Commerce

GD Star Rating
loading...
Be Sociable, Share!
  • more Smartphones and Tablets Influence Consumer Purchasing Decisions on Mobile, Online and in Store

Additional Resources

Privacy Policy | Terms of Use | Disclaimer | Comments Policy | Disclosure

 

    © 2012 e-Marketing Mixology.

 

    e-Marketing Mixology is an internet marketing blog offering practical insights for online merchants, students, bloggers and other people who are interested on the subject matter. Our methodology to electronic marketing is integrated or holistic in approach. We cover the broad scopes on digital marketing which includes: Search engine optimization, Social media marketing, Email marketing, Referral marketing, Content marketing, Search engine marketing, Pay per click, Cost per impression, Search analytics, Web analytics, Display advertising, Contextual advertising, Behavioral targeting, Affiliate marketing, Cost per action, Revenue sharing and Mobile advertising.

 

    We distill ideas from the experts and from our professional experience, and make it applicable to your online business. We test and review digital marketing books, software, scripts and other related products and services. We expose the scams of self-proclaimed “internet marketing gurus” and their ways to make money on you. You can truly call us the “mixer of e-marketing ingredients”. We are your internet marketing consultant for hire.

 

    Our projects have page views coming from countries with English-speaking population which includes United States, United Kingdom, Canada, Australia, Ireland, South Africa, New Zealand, Philippines, Jamaica, Spain, Trinidad and Tobago, Singapore, Guyana, Liberia, Sierra Leone, Malaysia, Germany, Barbados, Bahamas, Zimbabwe, India, Hong Kong, Belize, Papua New Guinea, Saint Vincent and the Grenadines, Zambia, Grenada, Israel, Puerto Rico, Nigeria, Pakistan, Ghana, U.S. Virgin Islands, Japan, China, Switzerland, Antigua and Barbuda, Bermuda, Vanuatu, Guam, Saint Kitts and Nevis, Cayman Islands, Honduras, Saint Lucia, Gibraltar, British Virgin Islands, Namibia, Anguilla, Solomon Islands, Sri Lanka, Brunei, Aruba, Dominican Republic, Fiji, Saint Helena, Northern Mariana Islands, Federated States of Micronesia, Montserrat, British Indian Ocean Territory, Dominica, Seychelles, American Samoa, Mauritius, Falkland Islands, Ethiopia, Russia, Norfolk Island, Cook Islands, Samoa, Turks and Caicos Islands, Nauru, Palau, Guadeloupe, Saint Pierre and Miquelon, Niue, Pitcairn, Tokelau, East Timor and South Korea.

Visit Us On TwitterVisit Us On FacebookVisit Us On Google PlusCheck Our Feed