The Drum reviews the findings of a study of how mobile devices can shape a shopper's path to purchase.A white paper released by affiliate marketing company Tradedoubler has revealed insights into the behaviour of consumers on the path to purchase, suggesting that brands need to target investment carefully to ensure effective performance marketing through mobile.Over 2,000 smartphone users were surveyed in the UK, Germany, France and Sweden. The findings of the study suggest that brands looking to take advantage of mobile should adopt a seamless approach across online and offline channels. iPhoneThe study found that iPhone users are confident users of apps and performance-based channels to enhance their shopping experiences and search for bargains. They are the most engaged of all the smartphone users surveyed, and are most likely to access the mobile web daily (80 per cent of respondents), research products weekly (46 per cent) and make purchases weekly or more often (20 per cent).
- 75 per cent of iPhone owners surveyed use apps daily and 28 per cent search for vouchers and coupons at least once a week.
- 25 per cent search for vouchers in-store and 22 per cent receive location-based special offers.
- 21 per cent have price comparison apps and 23 per cent have daily deals installed on their iPhones, whilst 20 per cent use their phone as a loyalty card.
- 31 per cent of BlackBerry users use their device to research products weekly or more often.
- 13 per cent purchase weekly or more often.
- Android owners are far more likely to research purchases via mobile sites (19 per cent) than apps (9 per cent).
- 23 per cent of smartphone owners already own a tablet and an additional 36 per cent plan to acquire one within the next year.
- The study found that tablet owners are more likely to convert research on their device into a purchase, with 35 per cent of respondents saying it is a preferred means of purchasing products.
- Tablet users are also more likely to purchase higher ticket items, with nearly one in five (18 per cent) having spent more than £500 in one transaction.