July 23, 2019BOGO Business On the GO! - mobile marketing

Mobile increasingly the only tool used in purchasing decisions: report

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Forget mobile “playing a role” in purchase decisions; in certain categories it is increasingly the only media outlet consumers are consulting before making a purchase, according to a report released today by xAd and Telmetrics.

Dining is one category where mobile is dominant, with 60 percent of consumers using only a smartphone to pick a restaurant and 40 percent a tablet. Other key findings from the third annual xAd/Telmetrics Mobile Path to Purchase study include that 42 percent of mobile users consider mobile the most important resource in their purchase process and more than one-third of mobile shoppers turn to mobile exclusively.

“Previously we’ve shown that mobile is becoming an important part of the shopping process but now we are seeing trends really show it is becoming a pretty dominant part, depending on the category you are talking about,” said Monica Ho, senior vice president of marketing at xAd, New York.

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