Category: Mobile Marketing

This year’s RhythmOne study is aligning well with other predictions with regards to purchasing with smartphones.

For the last several years, mobile commerce trends have shown that smartphone owners are using their devices to an increasing degree with each new holiday shopping season and the results of a new RhythmOne study have revealed that this year will be no exception to that rule.

The majority of holiday shoppers intend to take part in mobile shopping activities this year, said the report.

In fact, the report on the study showed that 71.5 percent of holiday shoppers intend to take part in mobile commerce in at least some levels of the shopping process from browsing through to the actual purchase. The report labeled those consumers as “mobile holiday shoppers” as they intend to go online or use a mobile app on their smartphones in order to research, find, or purchase products as gifts.

This represents the 11th annual study of this nature conducted by RhythmOne and shows the largest mobile commerce influence.

According to the authors of the report, “Among mobile holiday shoppers, 40.9 percent will use a smartphone only, 40.0 percent will use both a smartphone and a tablet, and 19.1 percent will use a tablet only to research/shop for holiday products and gifts.” They also went on to underscore their discovery that throughout the holiday season, 60.4 percent of mobile shoppers between the ages of 18 and 34 years will use a smartphone as their exclusive device for shopping behaviors at this time of year.

As the company now has an 11 year history of building an understanding the holiday shopping habits of consumers, they feel quite strongly that their results provide important insight with regards to the path to purchase being taken by consumers. Marketers may be able to take advantage of this knowledge in order to best reach consumers at this busiest buying time of the year.

Another important point made by this mobile commerce research is that smartphones are being used to an increasing degree while customers are actually standing within a brick and mortar store. They are being consulted to help in decision making, to read reviews, check competitor prices and to see if coupons or other types of mobile discounts are available.

A recent study has revealed that 70 percent of car shoppers using YouTube are influenced by what they see.

A new report has now been issued that provides insight into trends with regards to mobile marketing and video advertising and the impact this is having on the decisions being made by car buyers.

The report is based on YouTube data, Google search data and results from the 2015 Google/TSN Auto Shopper Study.

It also included the data produced as a result of a Milward Brown Digital commissioned study conducted by Google based on the auto shopping consumer sales funnel. Overall, this revealed that digital and mobile marketing played a considerable role in influencing the decisions made by car buyers as 70 percent of people who use YouTube had been influenced by video content when they made their auto purchasing choices.

The report provided a number of important pieces of insight into online and mobile marketing trends in car buying.

Among the highlights of the report were the following:

• 70 percent of people who use YouTube in the vehicle purchasing process said that the video content they saw had an impact on the choices they decided to make.
• The average car buyer made only two visits to dealerships before making their decision.
• 60 percent of vehicle buyers start the shopping process without knowing which car they actually intended to buy.
• Mobile searches taking place from within the actual dealership lots had risen by 46 percent over the 12 months prior to the study.

Though this data aligned with the predictions that have been made within the auto industry with regards to the influence of mobile advertising, search and video content, it is interesting to see the speed at which consumers are adopting digital methods of informing themselves and are reducing the number of visits they are actually making to a dealership before deciding on the vehicle and purchasing method they intend to use.

What is now being found is that many of the most important influences on consumers come from micro moments when mobile marketing has the greatest influence. It is at those moments that shoppers take out their mobile devices in order to learn an additional piece of information instead of going to a salesperson directly.