Research carried out by mobile audience intelligence company NinthDecimal shows that in 2014, 70% of consumers were persuaded to try a new product or brand after seeing a mobile advertisement. This is a 49% increase over the results for 2013. The statistic is part of a report covering how shoppers are being influenced by mobile, using them for research carried out before visiting shops, to in-store promotions and coupons.
The data highlights some other high figures. For example, 86% of consumers use their phones before going grocery shopping, while 59% continue to use it at the store. Of those surveyed who use a smartphone while shopping, 42% looked at shopping lists, 37% searched for discounts and promotions, and 35% studied online recipes.
David Staas, president of NinthDecimal, said:
“Consumers increasing use of their mobile devices throughout their path-to-purchase offers CPG (consumer packaged goods) brands an enormous opportunity to influence shoppers at every step of their purchase lifecycle. Our latest report provides the market with new data around how consumers rely on mobile devices, from research and consideration to creating their shopping list, and ultimately purchases.”
Delving deeper into NinthDecimal’s research reveals 69% of online grocery shoppers use smartphones to purchase consumer products, and 56% of shopping app users are classed as millennials. Advertisers using mobile ads to drive more in-store foot traffic have been rewarded in 2014, with 36% more people responding to ads over 2013, taking the total to 75% of people visiting stores after seeing an ad.
NinthDecimal is based in San Francisco, and has offices in several other U.S. cities.