xAD, Telmetics Partner with Nielsen to Release Mobile Path-to-Purchase Study
September 7, 2012 | Contributed by: Stephanie Hobbs
We came across a great story in tnooz about a new study that shows the power of local mobile advertising to generate purchases in certain business categories.
xAD, the local mobile ad network, and Telmetrics, the mobile call measurement provider, teamed up with Nielsen to study mobile purchase behavior in a new Mobile Path-to-Purchase report released last week.
The report found that overall intent to purchase among mobile users is high; however, the time between search and purchase varies among the type of business being searched. Restaurant searchers showed immediate transaction intent with 87% of those surveyed saying they planned to make a buying decision within the day, while 33% of Travel searchers said they intended to make a same-day purchase.
Interestingly (and important to our industry), the report also showed that if a business ad or listing doesn’t have immediate “local relevance” – for example, a local phone number or local address – consumers will move on to a business that does. Telmetrics suggests that local business make sure to include a local number instead of a toll-free number so that the business appears relevant to mobile searchers.
Click below to check out a great infographic with these initial findings and look out for the full report coming this fall at www.MobilePathtoPurchase.com.