xAd-Telmetrics U.S. Mobile Path-to-Purchase General Findings 2013

US EDITION 2013 MOBILE GENERAL FINDINGS Mobile Rivals Online/PC As Primary Research Tool 46% 54% 49% USE MOBILE EXCLUSIVELY AS PRIMARY RESEARCH TOOL of smartphone and tablet searchers rank online/PC as primary OF MOBILE USERS USE ADDITIONAL MEDIA SOURCES FOR RESEARCHING PURCHASES media resource Where Mobile Searchers Start: Brand & Comparison Apps/Sites 70% of smartphone and tablet searchers prefer Brand apps/sites for: Gas/Convenience searchers prefer Comparison apps/sites. Banking & Finance Searches Insurance Searches Retail Searches Mobile Consumers Searching Earlier And More Often 50% OF MOBILE SEARCHERS USE THEIR DEVICE AT THE START OF THE Tablets USED PRIMARILY AT HOME SEARCH PROCESS Smartphones USED PRIMARILY OUT OF HOME 31% use their device throughout the process Location Key To Mobile Conversions of mobile consumers 60% expect businesses to be within walking or local driving distance 1 OUT OF 3 SMARTPHONE USERS SEARCH SPECIFICALLY FOR CONTACT INFO LOCAL SEARCH RESULT 5 MILE DRIVING RADIUS (PHONE NUMBERS, MAPS AND DRIVING DIRECTIONS) LOCAL RELEVANCY TOP REASON FOR MOBILE AD ENGAGEMENT Immediacy of Need Varies by Category NOW LATER ! 区 GAS & CONVENIENCE AND BANKING & FINANCE RETAIL AND INSURANCE USERS MORE USERS HAVE MORE IMMEDIATE NEEDS RESEARCH FOCUSED, LESS URGENT NEEDS 50% intend to purchase immediately or within a day 33% intend to purchase within the month or longer Smartphone Users Convert Offline; Tablet Users Convert Online 22% 74% 54% of mobile searchers complete purchases directly on their mobile device 53% 60% of SMARTPHONE-related purchases completed Offline/Instore of TABLET-related purchases completed online via PC or Mobile Device Tablet users Smartphone users Complete purchases related to mobile activity OFFLINE ONLINE mobilepathtopurchase.com Source aTelmetits Moble Path-to-Purchase Study 2013. Vsit mcbilepathtopurchase.con tor more into. tel metrics xAd. the power of numbers US EDITION 2013 MOBILE GENERAL FINDINGS Mobile Rivals Online/PC As Primary Research Tool 46% 54% 49% USE MOBILE EXCLUSIVELY AS PRIMARY RESEARCH TOOL of smartphone and tablet searchers rank online/PC as primary OF MOBILE USERS USE ADDITIONAL MEDIA SOURCES FOR RESEARCHING PURCHASES media resource Where Mobile Searchers Start: Brand & Comparison Apps/Sites 70% of smartphone and tablet searchers prefer Brand apps/sites for: Gas/Convenience searchers prefer Comparison apps/sites. Banking & Finance Searches Insurance Searches Retail Searches Mobile Consumers Searching Earlier And More Often 50% OF MOBILE SEARCHERS USE THEIR DEVICE AT THE START OF THE Tablets USED PRIMARILY AT HOME SEARCH PROCESS Smartphones USED PRIMARILY OUT OF HOME 31% use their device throughout the process Location Key To Mobile Conversions of mobile consumers 60% expect businesses to be within walking or local driving distance 1 OUT OF 3 SMARTPHONE USERS SEARCH SPECIFICALLY FOR CONTACT INFO LOCAL SEARCH RESULT 5 MILE DRIVING RADIUS (PHONE NUMBERS, MAPS AND DRIVING DIRECTIONS) LOCAL RELEVANCY TOP REASON FOR MOBILE AD ENGAGEMENT Immediacy of Need Varies by Category NOW LATER ! 区 GAS & CONVENIENCE AND BANKING & FINANCE RETAIL AND INSURANCE USERS MORE USERS HAVE MORE IMMEDIATE NEEDS RESEARCH FOCUSED, LESS URGENT NEEDS 50% intend to purchase immediately or within a day 33% intend to purchase within the month or longer Smartphone Users Convert Offline; Tablet Users Convert Online 22% 74% 54% of mobile searchers complete purchases directly on their mobile device 53% 60% of SMARTPHONE-related purchases completed Offline/Instore of TABLET-related purchases completed online via PC or Mobile Device Tablet users Smartphone users Complete purchases related to mobile activity OFFLINE ONLINE mobilepathtopurchase.com Source aTelmetits Moble Path-to-Purchase Study 2013. Vsit mcbilepathtopurchase.con tor more into. tel metrics xAd. the power of numbers