April 12, 2013
Data point: Mobile search and the path to purchase
For many consumers, the mobile device is becoming integral to the purchasing process. As we note in our recent report, “13 Mobile Trends for 2013 and Beyond,” consumers are tapping into mobile resources as they discover and research goods and services, order and pay, share purchases with social networks, rate products and experiences, and engage with brands post-purchase.
A new U.K.-based path-to-purchase study from xAd and Telmetrics, conducted by Nielsen, found that 84 percent of mobile searchers visit search engines while researching, but only about a third know exactly what they’re searching for. (Survey respondents were smartphone and tablet users who reported engaging in a restaurant-, travel- or automotive-related mobile activity in the past month.) With close to 6 in 10 smartphone searches conducted outside the home, two-thirds of smartphone searchers are interested in making a purchase within a day. A majority of searches (56 percent) lead to a purchase; not surprisingly, restaurant searches are most likely to do so.
As consumers grow more reliant on their mobile device during the purchasing process, brands will need to make shopping simpler, faster and easier by finding consumers at the right touchpoint, improving geolocal listings and optimizing their websites for mobile browsers.