Mobile Path to Purchase

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Mobile
Path to Purchase
Reaching a Moving Target to Win in Mobile
Reaching a Moving Target
It’s no secret that consumers are completely
it’s an extension of the themselves, on-the-go and
attached to their phones. Mobile is an essential
always-on — and as a result impacting every stage
tool for communication, entertainment, and
of this new, non-linear purchase journey.
especially commerce.
mobile. And winning in mobile means hitting a
disrupted the path to purchase. With multiple
moving target. Consumers are constantly in motion
touchpoints and easy access to information, the
and marketers need to be aware of intent signals to
consideration process is no longer a straightforward
know when to reach their best customers and how.
path, and mobile is at the center of this shift. To a
consumer, their smartphone is more than a device,
2
Today, winning at commerce means winning in
This dependence of mobile has fundamentally
Mobile Path To Purchase Reaching a Moving Target to Win in Mobile
Consumers’ needs and expectations are changing and mobile is at the center
of this shift. Understanding this new mobile mindset is key for marketers to be
able to reach their best consumers when and where it matters most.
This paper will highlight some of the most impactful trends we have seen over
the past four years in our annual Mobile Path to Purchase study, examining how
consumers use their devices to make purchase decisions.
Mobile is the Most Important Commerce Tool
Location is an Indicator of Intent and Context
Mobile is Changing and Enhancing the In-Store Experience
Always-On Mobile Has Created an On-Demand Culture
3
MOBILE IS THE MOST
IMPORTANT COMMERCE TOOL
Smartphones haven’t only become an
important decision-making tool, in many
cases they are now the only tool used to
make buying decisions, and therefore the
only touchpoint between marketers and
consumers along their path to purchase.
4
In 2013, half of consumers felt that their laptops or desktops were the most
important research tool for making a purchase decision. Three years later this
has dropped by 14%.
In contrast, mobile continues to grow in importance, even surpassing computers.
Today, 44% of consumers report their mobile devices — smartphones or tablets
— are the most essential aid to their decision.
Most Important Tool for Researching Purchase Information
49%
46%
42%
42%
43% 44%
Desktop
Mobile
2013
2014
Questions used: Q3. Thinking of all the media options available when looking for information about a purchase/transaction, which is most important?
5
2015
The reliance on mobile, and especially smartphones, is even more pronounced
for the younger generation. Smartphone owners under 35 are 3x more likely
to rely on their smartphones as their primary source of information than
consumers over the age of 55.
Think Smartphones are the Most Important Research Tool
44%
34%
15%
18-34
35-54
3X
Questions used: Q3. Thinking of all the media options available when looking for information about a purchase/transaction, which is most important?
6
55+
100
80
60
40
20
0
And when it comes time to make a decision, many consumers are relying on their
smartphones as their only source of information.
For quick and frequent purchases like restaurants, nearly two thirds rely solely on
their phones. Even for purchases that require longer consideration, like new or
used cars, 1 in 6 consumers did not use any other media to aid in their decision.
100
80
Only Used Smartphone In Purchase Decision
60
40
60%
20
0
Restaurants
32%
28%
17%
14%
Grocery
Retail
Travel
Auto
Questions used: Q26. Other than your smartphone, what else did you use to aid in your purchase decision?
7
Location is an Indicator of
Intent and Context
Consumers are using mobile as they
move throughout their day, that means
location is now central to their path
to purchase. Mobile has the ability to
reach consumers in different moments
throughout their day, so it’s essential to
understand how their location impacts
their mindset and therefore their needs.
8
As smartphones become the essential commerce tool, consumers are
more dependent on their device at all points of their day. Whereas mobile
used to be more for research while consumers were out and about,
smartphones are now an always-on device.
With the rapid growth of mobile usage, the numbers of consumers using
their devices is of course increasing overall, but the percent of usage in
home versus out of home has shifted. In 2014 and 2015, for the first time,
consumers were actually more likely to use their smartphones at home,
even when they have other devices nearby. This means even more
opportunities to influence purchase decisions with mobile.
Reaching a
consumer on their
smartphone is now
just as essential –
and possible – when
they are on their
couch as on-the-go
Smartphone Location of Use
69%
68%
47%
42%
Out of home
31%
32%
53%
58%
At home
2012
2013
Questions used: Q19. Where were you when accessing the category information on your smartphone?
9
2014
2015
WHERE A CONSUMER IS CAN BE A STRONG INDICATOR OF THEIR MINDSET ON
THE PATH TO PURCHASE
Ultimately understanding differences in intent, immediacy and context can help
marketers deliver the right message to consumers as they move throughout their day
INTENT
In what ways is the consumer
using their smartphone? What
do these actions say about how
close they are to purchase? Are
they just browsing for general
information or are they using
mobile to contact a business
to purchase?
IMMEDIACY
How quickly is the consumer
looking to make a decision? Do
they want to make a purchase
within the hour or is conversion
still a month away?
CONTEXT
Do they care most about location,
how close they are to a business,
or are they trying to gather as
much research and information
as possible?
10 Mobile Path To Purchase Reaching a Moving Target to Win in Mobile
Consumers using smartphones to consider a purchase at home are
earlier in their purchase consideration, and take longer to complete
their purchase.
INTENT
A third
79% increase YoY
demonstrating a longer
path to purchase when
researching from home
of consumers are just browsing
while at home
IMMEDIACY
41%
43%
are looking to make a purchase
but still considering options
within a week or more
CONTEXT
At home, consumers care
about making an informed
purchase. Brand building and
product details are important
so understanding who they are
as an audience is essential for
reaching them with the most
relevant message.
Questions used: Q18. On the last time you accessed information about a category on your smartphone, what were you looking to ultimately accomplish?
Q15. Still thinking of this most recent visit/search on your smartphone, how quickly were you looking to complete the transaction/purchase?
While researching on-the-go, shoppers demonstrate a great deal
of intent to purchase and to purchase quickly.
INTENT
1 in 4
are looking for a specific place or
business
IMMEDIACY
42%
within the hour
Researchers on-the-go
are 45% more likely to
purchase within the hour
over those at home
CONTEXT
When consumers are using
mobile on-the-go, they have
often done their research and are
ready to make a decision. Details
that drive action, like showing the
closest business location, are key
in this moment.
Ultimately mobile research out of home indicates more immediate
intent and a greater likelihood to convert in store
Completed purchase related to
mobile research
60%
69%
Top purchase method
36%
46%
via mobile
Questions used: Q19. Where were you when accessing the category information on your smartphone?
Q20. And did you ultimately complete a purchase/transaction related to this research on your smartphone either in store, by phone, or online?
Q21. How did you make the actual purchase/transaction?
in store
MOBILE CHANGING AND ENHANCING
THE IN-STORE EXPERIENCE
In-store mobile phone usage is growing which means that mobile’s impact
goes far beyond digital. Mobile has the ability to influence not only online but
offline behaviors as well. Rather than detract from in-store commerce, mobile
can actually enhance and improve this experience for the consumer.
In-store smartphone usage is on the rise, growing 4x since 2013. In
addition, over half of consumers reported visiting stores at some point
in their consideration process to help aid in their decision.
OVER HALF
of consumers reported
visiting a business
location to supplement
their mobile research
12%
of smartphone shoppers were
at a store location last time they
researched a purchase
4x
In-store usage has increased
4x since 2013
There are mixed reasons a consumer might use mobile in-store.
Many are looking to make a purchase quickly, while others might
just be browsing and considering their options.
INTENT
A third
but still considering options
IMMEDIACY
YoY 119% more
consumers don’t purchase
after visiting a store but
say they plan to complete
a purchase in the near
future, revealing room for
additional influence and
retargeting
Half
of consumers are looking to make
a purchase within the hour
CONTEXT
In-store is an important mobile
touchpoint for consumers. If they
are in the store, their intention
is high but they may still need
some time to consider. This is a
critical influence point for either
immediate conversion or future
retargeting.
When it comes to mobile, showrooming (researching in store and purchasing
online) is not the threat that marketers once feared. Mobile provides an endless
stream of available information and can actually be used to enhance the store
experience and influence immediate conversions.
While a little over a third of consumers who researched using their smartphone
in store went on to purchase online, the majority (60%) convert in person at the
business location.
How Final Purchase Was Completed After Researching In Store
60%
21%
14%
In-Store
Mobile
Desktop
Questions used: Q21: How did you make the actual purchase/transaction?
ALWAYS-ON MOBILE HAS CREATED AN
ON-DEMAND CULTURE
The most fundamental change mobile has created is on consumers
themselves. The ability to access instant information on-the-go has created
a shift in immediacy of needs and expectations of location. Consumers want
information tailored to their mindset, in real-time. For marketers, reaching
them with the right message in the moment has never been more important.
Always-On Mobile Has Created An On-Demand Culture
Year-over-year, expectations of immediacy are on the rise. For both restaurants
and retail, the number of consumers wanting to complete a transaction within an
hour increased 6%. This gradual shift is indicative of an incredibly disruptive change
in consumers’ needs. While smartphones can be used for longer research, and
many are using their smartphones for information gathering at home in lieu of their
computers, there is also a rise in people expecting what they want in the moment.
100
80
60
EXPECT TO MAKE A PURCHASE WITHIN AN HOUR
40
20
0
63%
67%
32%
34%
2012
2014
2013
2015
Restaurant and Retail vertical data only collected in respective years shown
Questions used: Q15. Still thinking of this most recent visit/search on your smartphone, how quickly were you looking to complete the transaction/purchase?
Consumers, now armed with information at their fingertips through their
smartphones, make up their minds quicker and once their minds are made up,
want to act.
Even for big-ticket purchases like cars that take a great deal of research and
consideration, nearly a quarter of shoppers searching on their smartphones
want to convert right away.
How Quickly Looking to Make an Auto Purchase
Within the Hour
Within the Week
Within the Month
Longer than a Month
22%
29%
17%
32%
Questions used: Q15. Still thinking of this most recent visit/search on your smartphone, how quickly were you looking to complete the transaction/purchase?
The more immediate the need, the closer the expectations for a business. Half of
consumers wanting to make a transaction within an hour want to have a business
within 5 miles of their current location.
Expectation of Location
40%
33%
Within 5 miles
Time to Purchase
9%
5%
Within the hour
Within the day or longer
Questions used: Q5. When looking up information related to a purchase on your smartphone, which of the following do you expect regarding the location of the business?
Within 1 mile
The younger the consumer, the less they expect to travel to make a purchase. More
than half of smartphone owners under 35 expect a business to be within 5 miles.
No expectation
Over 5 miles
Under 5 miles
53%
62%
51%
55+
35-54
Questions used: Q5. When looking up information related to a purchase on your smartphone, which of the following do you expect regarding the location of the business?
18-34
Conclusion
Mobile has the unique ability to impact the
it also creates increased opportunities to reach
consumer’s path to purchase at any and all stages
these consumers with relevant messages to drive
— by reaching consumers on mobile, marketers
action. And the most important indicator of intent,
can influence their decisions as they move online to
immediacy, and context is location.
offline, and throughout their days.
Where a consumer is or has been physically when
Given the always-on and always-moving nature of
researching on mobile, now provides a incredibly
mobile, marketers need to understand how to best
impactful understanding of where they are in their
reach their customers at each point of their day and
purchase journey — providing marketers more
their journey. While in many ways mobile has made
context to who they are in the moment.
the path to purchase less linear and more complex,
About the Study
Since 2012, xAd has conducted its Mobile Path to Purchase study to understand
how consumers are leveraging their mobile devices from initial purchase intent
to conversions, while exploring consumer behavior and ad effectiveness across
key industries.
Conducted in March 2015, this year’s study contains online survey data from
3,000 smartphone users in the U.S. and the U.K. who have used their device for
a purchase decision in the past 30 days.
Categories tested
2015
n=925
n=659
n=941
2014
n=626
n=438
n=630
n=399
2013
n=466
n=335
n=419
n=274
2012
n=653
n=653
n=437
About xAd
xAd enables real-time, location-based marketing, without the guesswork.
Working with xAd, marketers can deliver more relevant, personalized messages
to the right people they want to reach, based on the real places they visit
everyday. Each month, xAd’s patented location platform helps marketers reach
over 300 million people globally via more than thirty thousand popular mobile
applications. With xAd, marketers can say goodbye to assumptive marketing and
reach the right people at real places in real-time with precision, relevance and
confidence. Learn more: http://www.xad.com.
Copyright © 2015 xAd, Inc. All rights reserved.

Mobile Path to Purchase

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