This post is sponsored by xAd.
Let’s say you’re at home watching “Game of Thrones” when you decide it’s finally time to start reading the books. Pulling out your phone, you look up some critics’ reviews and readers’ reviews, then compare pricing on different sites. Once you’ve made up your mind, you pull the trigger and buy all five books in a matter of minutes.
Just a few years ago, you’d probably have done those things at a desk, on your desktop or laptop. But the reality these days is, even if a computer isn’t that far away, your first instinct is to reach for your phone.
Let’s face it — we crave efficiency and convenience. (We’re also kind of lazy.) And when you need to access the internet, what’s easier than using the device that’s right next to you or in your pocket?
In xAd’s study “Mobile Path to Purchase,” conducted by Nielsen in early 2014, the location ad platform company discovered something surprising: No matter where they are, mobile users are finding their cellphones more convenient than their computers in helping them decide what to buy. In fact, time spent using mobile Internet to shop now surpasses that on desktop.
Phones have become a part of our everyday lives, which is why we rely on them so much when we’re shopping, looking things up, or thinking about making a future transaction. Consider phones the compass to our purchasing journey — even if that journey takes place while we’re sitting at home on our couch.
Whether you’re purchasing tickets to a movie or checking the wait time at your favorite restaurant, chances are you’ll use your phone to help you get there. And if marketers and retailers are interested in steering us toward the right destination, they’ll need to better understand how we interact with our mobile devices while we shop.
xAd’s mobile behavior study — focusing on the entertainment, auto, restaurant, and telecom industries — offers key insight into how consumers interact with their phones before making a purchase, such as:
- Mobile plays a key role in driving consumers to visit a physical location.
- A significant amount of mobile activity takes place at the beginning of the purchase process.
- The majority of mobile shoppers expect locations to be within five miles.
- Over 40% of consumers consider mobile the most important resource for a purchase decision.