A new Yieldbot study released recently suggests that consumers are making their in-store purchasing decisions based on a quick review of a product on their mobile phones which suggests that although word of mouth advice from friends and families remain the top resource for considering a product, mobile advertising is increasingly as influential to making a final purchase decision.
“Everyone knows that mobile devices are gaining in influence. We wanted to help brands quantify that influence and provide guidance on how they can be relevant to consumers before they buy in-store,” Chris Copeland, President of Yieldbot said. He added that relevancy is the number one requirement for consumers to consider advertising before in-store purchases.
The study also found that one third of all shoppers indicate that they are open to outside influences in the buying process. With 52% of millennials selecting mobile ads as their go-to source for product information, 48% of them found mobile video ads the most helpful when making purchasing decisions. The study found that baby product shoppers find mobile video ads most helpful, and that baby product and beer shoppers are most consistently engaged in mobile resource and most attached to their mobile devices while shopping.
Many of the shoppers in the study said they make their product decisions two-to-three days before purchasing, with the exception of consumer electronics, where most consumers start at least two-to-three weeks prior to purchase. In all categories, the study suggests that shoppers are increasingly seeking value and discounts and are driven to purchase products based on coupons they find on their mobile devices.
Accounts Director at HeartCMS.com and creator of a best selling iOS app. Gareth loves to help small to medium size businesses get more online exposure. Gareth started his online marketing journey back in 2008.
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