One of the most significant findings from the ÛÏMobile Audience Insights Report,Û is the increased influence of mobile advertising, with 70% of consumers trying a new product as a direct result of seeing a mobile ad. The research examines how mobile usage and marketing is transforming how shoppers interact with CPG brands ÛÒ from research to in-store, as well as mobileÛªs role with coupons, grocery apps and online grocery shopping.
CPG brands now have more opportunities to influence shoppers on their mobile devices during product discovery, preparing for their shopping trip and while in-store. As shown by the findings, 68% of consumers use their mobile devices to discover a CPG brand or product prior to shopping, while 86% use their mobile devices to prepare for their grocery shopping, and 59% use their mobile devices while grocery shopping.
Mobile ads have proven more effective in 2014, driving a 75% lift in store visits compared to the control audience that did not see the ad, a 36% lift over 2013 drive-to-retail campaigns.
ÛÏConsumers increasing use of their mobile devices throughout their paths to purchase offers CPG brands an enormous opportunity to influence shoppers at every step of their purchase life cycle,Û David Staas, president of NinthDecimal, said. ÛÏOur 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.Û
Key report findings revealed:
- 70% of consumers tried a new CPG product or brand after seeing a mobile ad in 2014 ÛÒ a 49% increase from 2013
- 59% of consumers use their mobile devices while grocery shopping ÛÓ a 16% increase since 2013
- CPG mobile ads drove 75% more store visits than a control group of shoppers who didnÛªt see the ads
- 56% of grocery-shopping app users are millennials
- 69% of online grocery shoppers use their mobile devices to purchase CPG products
Consumers Use Mobile Devices Most Heavily During Planning Phase of CPG Path-to-Purchase
86% of shoppers now use mobile devices to plan their shopping trips, revealing an enormous opportunity for CPG brands to engage and influence their audience before they arrive at the store. According to the report, 59% of consumers use their mobile devices for their shopping lists, and 69% prefer to use mobile devices to find, save and redeem coupons ÛÒ a 25% increase from 2013.
How CPG Brands Can Increase In-Store Ad Engagement
MobileÛªs influence on CPG shoppers extends beyond the planning phase, with a majority of consumers (59%) using their mobiles while shopping ÛÒ a 16% increase from 2013. The top 3 in-store interactions include: Reviewing shopping lists (42%), searching for promotions or discounts (37%) and browsing recipes (35%). The 2 most active groups, moms and millennials, shared an increase over the general population in the same in-store engagements with over 50% reviewing shopping lists, and 67% of moms searching for discounts or promotions. In addition, 69% of shoppers redeemed coupons via their mobile devices, and 58% of consumers reported downloading a grocery store app ÛÒ a 16% increase since 2013.
According to research from AudienceSCAN, 18.7% of Americans have downloaded an app to aid in their paths to purchase. Whether it's an app for a specific product, or an app that researches pricing and consumer information, shoppers are relying on these apps throughout the shopping process.
AudienceSCAN finds that 53% of these types of app purchasers are men. 35% of them are between the ages of 25 and 34. This audience is 50% more likely than average to have tweens at home. These downloaders are probably planning a party ÛÒ 38% enjoy entertaining/hosting or attending parties.
20% purchased and used a daily deal voucher for a business they've never used/shopped at previously. In the past month, 44% of this audience took action after seeing a mobile smartphone app or text message ad. Internet banner ads are effective as well, with 49% noticing them in the past 30 days. And don't forget ads on social media ÛÒ 45% saw them and took action within 30 days.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.