Mobile 'device of choice' for browsing product info
Smartphones are the number one device for those aged 16 -34 when looking up product information, according to new research from the Internet Advertising Bureau UK (IAB).
Smartphones are the number one device for those aged 16 -34 when looking up product information, according to new research from the Internet Advertising Bureau UK (IAB).
Smartphones are the number one device for those aged 16 -34 when looking up product information, according to new research from the Internet Advertising Bureau UK (IAB).
The study carried out in conjunction with research agency Kantar Mediac, shows how consumers are using portable devices in the purchase journey and the relationship that they have with traditional media.
The study also looked at the impact of not having a mobile optimised site and the implications this could have for brands.
The study surveyed 2000 GB smartphone owners aged between 16 – 70 years old, revealing that 81% go on the internet via an app or browser daily, and this rose further to 90% for those aged between 25 – 34.
Traditional media was noted as a trigger for consumers to do more research on their mobile phone about a product or service, with 59% claiming they were prompted by traditional media to follow up on their smartphone or tablet in the last four weeks.
IAB’s Senior Research Manager, Hannah Bewley said: “The fact that 59% of smartphone owners had been prompted by traditional media in the last four weeks to look for more information on products shows that mobile is the glue that holds other media together.
“The study emphasised the importance of optimising sites so that consumers are able to browse your site, research your product and transact on the move. With 73% not looking for an alternative device if they reach a non-optimised site, brands without a mobile strategy are risking losing customers.”
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Hi Huw
Great post! Totally agree with what you’re saying about brands having to be mobile optimized – especially over the christmas period. Consumers expect it now, and brands without a mobile strategy will certainly miss out as you say. We’ve blogged about a similar topic here https://stitcherads.com/brand-just-christmas-5-advertising-tactics-maintaining-online-sales/ offering insights into how to actualise mobile targeting. Would love to hear your thoughts.
Verity
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