2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 8/03/2012
Mobile Trends
July research from Nielsen indicated that 22% of US smartphone users had made an online purchase via PC after
seeing a mobile ad, more than quadruple the percentage who had purchased on their phone. Notably, tablet users
were even more likely to buy something on a PC after seeing an ad on their device. While 45% of 13 to 17-year-olds
surveyed said they thought location-based ads were more useful than traditional ads, the percentage hovered around
one-third for respondents ages 18 to 44 and dropped significantly among those over 45.
A July Mobile Retail Insights report from Greystripe takes a look at the differences between mobile shoppers and
traditional in-store shoppers and finds mobile shoppers exhibit behaviours that characterize them as more profitable,
more influential and more likely to buy when given an interface that is easy to use. Additional report highlights
include:
– Mobile shoppers demonstrate less price sensitivity than traditional shoppers, with 71% redeeming coupons offered by retailers
compared to 94% of traditional shoppers
– Mobile shoppers are more likely to act as a product evangelist, with 49% routinely writing reviews about their product experiences
compared to only 31% of traditional shoppers
– 37% of mobile shoppers visit a brand’s Web site or application first when seeking product information versus 28% of traditional shoppers
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