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First UK mobile path-to-purchase research findings

EK UK EDITION MOBILE CROSS CATEGORY 66% Where Mobile Search Begins of mobile searchers don't have an exact need in mind PREFERRED TYPE OF APPS/SITES TO 84% CONDUCT RESEARCH of smartphone Tablets and tablet searchers Smartphones MAP/ NAVIGATION SPECIFIC BRAND visit search engines in research process ONLINE/PC SEARCH USED TO SUPPLEMENT MOBILE RESEARCH BY: 62% 54% Restaurant Searchers Travel Searchers Auto Searchers Tablets Are At Home While Smartphones Are Out Of Home ALMOST 15% oF 81% 58% 50% SMARTPHONE SEARCHES Location Proximity Very Important CONDUCTED OUTSIDE WITH NEARLY 10% CONDUCTED ON PUBLIC TRANSIT of TABLET searchers use device of SMARTPHONE searches completed AT HOME OUT OF HOME of smartphone and tablet searchers expect locations to be within walking or driving distance. UK mobile searchers are more likely to use their mobile devices at home than US users Mobile Searchers All About Location Cues TOP MOBILE SEARCH ACTIVITIES Smartphone users more likely to look for local contact info PRICING LOOK UPS /COMPARISONS REVIEW LOOK UPS UP TO UP TO UP TO 77% 67% 47% LOCATION W LOOK UPS Look up locations Look for directions Look up phone numbers Mobile Consumers Taking Note 0Of Ads TOP 3 REASONS CONSUMERS CLICK ON MOBILE ADS LOCALLY RELEVANT FEATURES KNOWN BRANDS PROMOTION/ COUPON OFFER 2 OUT OF 3 users notice mobile ads with 1 in 5 resulting in an ad click ADS TARGETED TO SEARCH ADS FEATURING COUPONS ADS MOST LIKELY TO MOTIVATE A CONSUMER TO MAKE A PURCHASE OR VISIT A LOCATION: Mobile Searchers Take Time To Research Purchases MOBILE SEARCHERS LOOKING TO MAKE A DECISION WITHIN A DAY 59% 66% 52% 29% 31% Smartphone Searchers Tablet Searchers Travel Restaurants UK mobile searchers are in less of a hurry to make a decision than US searchers Intent to make purchase within the day Strong Mobile Purchase Activity Across Categories Searches Resulting In Purchases 56% 78% 47% 44% ALMOST Restaurants Travel Auto OF MOBILE RESTAURANT SEARCAELI OF MOBILE SEARCHERS GO ON TO MAKE A PURCHASE %24 Supe laTelmetics Mooile Path te Purchase Study 2013 Visit for more inte tel metrics xAd. the power of numbers

First UK mobile path-to-purchase research findings

shared by Clouds on Apr 11
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Findings from a survey of 1,500 UK smartphone and tablet users measured the activities consumers reported doing via mobile devices. Commissioned by xAd, a leading mobile-location based advertising net...




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