A recent study from xAd and Telmetrics, using data provided by Nielsen, examined mobile consumer behavior and preferences. Among the findings is that nearly 9 in 10 mobile searchers looking for restaurants have the intent of making a purchase within the day.
According to “Mobile Path-to-Purchase,” 2 out of 3 consumers notice mobile ads, while 1 out of 3 click on mobile ads.
The top three reasons for engaging with mobile ads are:
Locally relevant
Local offers, coupons/promotions
Features a known brand
The study found that mobile restaurant searches have a strong sense of immediacy, as 64 percent of smartphone and 44 percent of tablet users want to decide within an hour of their search. Also, 87 percent of restaurant searchers have the intent of making a purchase within the day. This figure is 49 percent for automotive searches and 33 percent for travel searches.
xAd and Telmetrics described user intent for restaurant searches as “immediate,” while user intent for automotive searches is “mixed” and for travel searches is “future.”
According to the study, 85 percent of mobile restaurant searches result in purchases, while 51 percent of automotive searches and 46 percent of travel purchases result in purchases.
The study also found that 53 percent of restaurant searches on smartphones happen on local directory apps, while 47 percent of travel searches happen there and 34 percent of automotive searches happen there.
Meanwhile, 56 percent of travel searches on tablets happen on brand websites, while 51 percent of restaurant searches and 48 percent of automotive searches happen there.
Sixty-eight percent of smartphone users mostly use their device when they’re on the go. On the other hand, 72 percent of tablet users mostly use their device at home.
When making information available online, specifically for mobile users, business should be sure to make their contact and address information readily available: up to 73 percent of smartphone and tablet users say they look for/use phone numbers to contact businesses, while up to 84 percent look up a business location or map/directions.
xAd and Telmetrics offer these four takeaways from the study:
Understand how purchase timing varies by vertical
Mobile searchers strongly prefer local content
Ads searchers actually want to see offers, promotions and local info
Be aware (or beware) of how searchers use tablets and smartphones when targeting ads
In a separate report, Millennial Media found that mobile advertising spend for the travel vertical grew 200 percent year-over-year in the first quarter. Booking agents and sites accounted for 57 percent of travel campaigns on the company’s network in the first quarter, while hotels, resorts and cruise lines accounted for 18 percent, and airlines accounted for 11 percent.
Having a sustained in-market presence was the top campaign goal, with a 62 percent response. Site traffic followed with 16 percent, while registrations had an 11 percent response.
Sources:
http://searchenginewatch.com/article/2197334/Mobile-Purchase-Path-Insights-for-Successful-Mobile-Ad-Campaigns-Study
http://www.millennialmedia.com/mobile-intelligence/smart-report/
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