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Mobile devices influence consumer path to purchase, according to research from Tradedoubler

The Drum reviews the findings of a study of how mobile devices can shape a shopper's path to purchase.

A white paper released by affiliate marketing company Tradedoubler has revealed insights into the behaviour of consumers on the path to purchase, suggesting that brands need to target investment carefully to ensure effective performance marketing through mobile.

Over 2,000 smartphone users were surveyed in the UK, Germany, France and Sweden. The findings of the study suggest that brands looking to take advantage of mobile should adopt a seamless approach across online and offline channels.

The study found that iPhone users are confident users of apps and performance-based channels to enhance their shopping experiences and search for bargains. They are the most engaged of all the smartphone users surveyed, and are most likely to access the mobile web daily (80 per cent of respondents), research products weekly (46 per cent) and make purchases weekly or more often (20 per cent).

  • 75 per cent of iPhone owners surveyed use apps daily and 28 per cent search for vouchers and coupons at least once a week.
  • 25 per cent search for vouchers in-store and 22 per cent receive location-based special offers.
  • 21 per cent have price comparison apps and 23 per cent have daily deals installed on their iPhones, whilst 20 per cent use their phone as a loyalty card.

BlackBerry users were most likely to describe mobile commerce as a frustrating experience, but are still active users, with 59 per cent of users surveyed using mobile internet daily – second only to iPhone users.

  • 31 per cent of BlackBerry users use their device to research products weekly or more often.
  • 13 per cent purchase weekly or more often.

The second most likely group to view mobile purchasing as a frustrating experience, Android users lag behind when it comes to engaging with their device for mobile commerce – only 10 per cent of respondents purchase weekly.

  • Android owners are far more likely to research purchases via mobile sites (19 per cent) than apps (9 per cent).

The added complexity and opportunity of tablet ownership

  • 23 per cent of smartphone owners already own a tablet and an additional 36 per cent plan to acquire one within the next year.
  • The study found that tablet owners are more likely to convert research on their device into a purchase, with 35 per cent of respondents saying it is a preferred means of purchasing products.
  • Tablet users are also more likely to purchase higher ticket items, with nearly one in five (18 per cent) having spent more than £500 in one transaction.

Dan Cohen, market unit leader, Tradedoubler, commented on the research: “Our research shows that shoppers’ paths to purchase on mobile can resemble a maze. Understanding how different mobile devices and operating systems influence and drive consumer behaviour – from the initial research through to the point of purchase – is vital.
“For example, unlike experienced iPhone users, many Android owners are experiencing a smartphone for the first time. However, given the platform’s growing share, it will become increasingly important to engage Android owners effectively,” continued Cohen.
“The varying patterns of behaviour across different devices revealed by our research leave marketers with two options when it comes to developing a mobile strategy for performance marketing: target solutions at the groups who are most engaged with shopping on their devices, or develop a strategy that can work across devices and channels by side-stepping the limitations and frustrations of certain platforms. We believe that by targeting investment carefully, brands and retailers may be able to achieve both."

Mobile commerce image via Shutterstock

Subscribers can download the full white paper below.

Featured by The Drum