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Study: 56% of Mobile Shopping Research Happening at Home

The conventional wisdom about mobile device usage is that it primarily happens “on the go.” However new data from the Local Media Tracking Study (LMTS), conducted by Burke for LSA, finds that consumers, on average, are more likely to use mobile devices to help make purchase decisions at home.

The survey of more than 1,000 US adults found that of those saying that they used mobile devices “at least some of the time” to help make purchase decisions, 56% were conducting that research at home. That was followed by “out and about” (28%). Just under 10% said they used them “in the store.”

Place Where Most Often Use Mobile Device(s) to Help Make Purchase Decisions

LMTS mid year mobile

Usage behavior varied somewhat by age group. For example, those 18-24 and those older than 65 were more likely to do mobile shopping or research at home. Those between the ages of 45-64 were more likely to use mobile devices to help making purchase decisions while in the car.

Another interesting and potentially counter-intuitive finding is that more than any other type of information, mobile shoppers sought “general information on the product or service.” This suggests lookups, searches or research “higher in the funnel” than other types of information (store hours, inventory lookups, coupon searches).

Another interesting finding is that mobile shoppers have also been dissuaded from buying something based on information found (or not found as the case may be) during a mobile research session.

Has Information Found on Mobile Device(s) Influenced You to Not Purchase a Product or Service?

LMTS mid-year mobile behavior

Google has data (2012) that argues if mobile users don’t find what they’re looking for “right away” they move on to a competitor: “61% of users said that if they didn’t find what they were looking for right away on a mobile site, they’d quickly move on to another site.”

In terms of the LMTS findings immediately above, we don’t know from the data whether it was simply information discovered (or not discovered) or a bad mobile experience that contributed to the decision not to purchase something among these survey respondents. My suspicion would be that the mobile experience factored into the decision.

The big takeaway from these findings — and there’s a good deal more data — is that marketers, retailers and brands must assume that mobile devices are being used all the time, everywhere and at all stages of the consumer journey.

In a related but separate study on the impact of TV ads aired during this year’s Rio Olympics, Google found that “94% of searches on Google and YouTube as a result of seeing the [TV] ads occurred on mobile devices.”

2 Responses to “Study: 56% of Mobile Shopping Research Happening at Home”

  1. Jamie says:

    Thanks Greg. I went to David Jones the other day, and noticed that they offer free wifi to help shoppers research the many products they offer in store. Quite an interesting marketing idea, and a good example of how retailers can embrace new consumer behaviours.

    Cheers.

  2. Greg Sterling says:

    Very interesting and a good move on their part. Clear value exchange being communicated. This is one of the challenges: how to communicate value and educate the consumer simultaneously.

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