80% of mobile retail research ends with a purchase

Mobile retail research is a driver of sales both in-store and online with 80 per cent of searches resulting in a purchase, according to research from xAd and Telmetrics.

A third of consumers shop exclusively on mobile

The analysis of over 1500 UK tablet and smartphone users, carried out by Nielsen, found that 80 per cent of research queries result in a purchase with a third of all mobile shoppers using their devices exclusively as their primary source for shopping.

40 per cent of shoppers would also conduct product research in store, comparing prices and goods with other outlets before making a purchase. 37 per cent of mobile researchers still made the journey to the physical store to make the purchase.

On the other hand, a quarter of mobile shoppers who did not purchase goods after a search said they could not find what they were looking for. Another fifth said they did not see anything appealing.

Theo Theodorou, general manager EMEA at xAd Inc, said: “Retailers spend billions on TV advertising campaigns and store design all with a mission to influence spending behaviour and engage with their consumers, particularly in the last few weeks before Christmas.

“This study shows that mobile is one of the key channels for reaching these shoppers. As they engage with their devices to aid in their purchase decisions, a well-targeted and fully integrated mobile campaign can have a real influence on the likelihood of a sale along every stage of the path to purchase.

“Considering four-fifths of UK mobile retail shoppers this Christmas will go on to make a purchase – mobile represents a massive bottom-line opportunity.”

Bill Dinan, president of Telmetrics, added: “The always-on nature of the mobile device means that there are multiple opportunities to engage a shopper as they move throughout their day. Knowing that over half of consumers are looking to make a decision within that same day, there is also an opportunity to influence immediate action including calls, looking up directions, and even store visits.”

This comes after ING found that 42 per cent of EU mobile shoppers said that they buy 'on impulse'.

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