Yearly study performed by xAd and Telmetrics - The mobile path to purchase continues to evolve with more and more consumers owning and relying on mobile devices. With this increase in mobile adoption, we see people turning to mobile as a necessary part of their everyday lives and purchase decisions. I was personally a bit surprised with some of the high percentages for auto. A substantial amount of mobile activity is happening at the start of the purchase funnel (even for auto) when consumers are just beginning to evaluate options. Understanding how consumers’ engage with mobile to make a purchase decision is now more important than ever for marketers.
Here are a few main finding from the study...
- Mobile now accounts for 51% of time spent online for key categories
- As consumers get more comfortable with mobile, satisfaction has increased
- Consumers are using mobile to shop and explore even when there is a computer nearby
- 35% of consumers used mobile exclusively to make a vehicle purchase decision