According to the 3rd Annual US Mobile Path to Purchase Study, mobile is pushing purchase decisions. Often the actual purchasing of those products is happening in physical stores but consumers are researching their decision on mobile devices beforehand, which creates an excellent opportunity for businesses that are prepared with a solid mobile strategy covering mobile applications and mobile friendly web sites.
“Mobile is becoming a increasingly more important way to drive in-store activity for businesses,” say Kimber Johnson, Managing Director of Vanity Point. “Consumers are looking to make decisions quickly and often with a local focus, so we are seeing businesses that are prepared are benefiting.”
Points of interest from the study include:
1) Over a third of mobile shoppers say that they use mobile exclusively or that mobile is their most important research tool.
2) 64 percent of mobile shoppers say they finish purchases in-store rather than on their mobile devices.
3) 53 percent of mobile shoppers call local businesses from mobile search results.
Ability to access an audience that is looking to buy on their preferred device is essential. The study also states that product research typically happens at the beginning of the purchase funnel and that 65 percent of shoppers said they complete the purchase that day.
“Designing and developing mobile applications for both the iOS and Android platforms and mobile web sites to support the consumers in store experience is helping push purchase decisions,” continues Mr. Johnson, “putting the tools consumers want in their hands is essential in the modern market.”
Recently, Rumble released a mobile user engagement study that some key data when it comes to the behaviors of consumer mobile engagement. A key point of their data is that there are big differences in how consumers share mobile content depending on the content and the type of device they use.
Interestingly, Android users were shown to be 2 – 3 times more likely to share articles than iOS users. According to Rumble, “Although building a high-performing Android mobile app can be time intensive and expensive the Android market is continuing to grow and now represents more than half of the U.S. smartphone market”. Therefore, those publishers who want to grow their audience and reach will benefit from having an Android presence.
Additionally, if you thought the most used way users share mobile news articles was via Facebook or Twitter, you would be surprised to learn that according to Rumble, email is the top sharing method (76 percent) versus 12% who use Twitter and another 12% who use Facebook. Clearly it is important that marketers support email sharing in their mobile apps.
It was also shown that iPhone users display 3X more likely to share an article than iPad users. Clearly if your mobile model has sharing as fundamental point, your mobile application development plans should start with an Android application and follow with an iPhone application.
Rumble’s findings also show that push notification is a key engagement tool with rates as high as 70 percent of an app’s user base opening the app with just a single push. Clearly this is an excellent tool for continued engagement with your application.
Based on different studies, it is estimated that between 25 percent and 50 percent of people will read this post on a mobile device. Consumers and business professionals have adapted to mobile apps, devices and web sites at a rapid rate, using ‘all things mobile’ to stay connected, find information or just have fun. In a new study from Syniverse, we see just how important mobile has become for businesses.
One of the key findings is that most businesses aren’t handling mobile developments in-house. According to Synivere’s report, a full 77 percent of those surveyed are turning to outside vendors for their expertise on how to succeed in the mobile market.
Furthermore, it this survey, it is found that 92 percent of the business people surveyed believe mobile is ‘important or very important’ to their business and 84 percent ‘plan to incorporate’ mobile into upcoming marketing plans. Additionally, 88 percent say they have a ‘defined’ mobile strategy for future marketing efforts.
Of those who currently have a strategy, around half state that they are in the process of implementing it. However, only 24 percent say that their strategy has been implemented at this point and only about 10 percent say they are currently developing a mobile strategy
Businesses were quick to understand that mobile apps and web sites allow them to prosper in their local markets. Going local deepens the engagement levels of consumers. Syniverse’s data shows that 73 percent of businesses surveyed have included a location-based strategy, which allows them to use geographic profiling to better interact with shoppers.