75% of Consumers Believe Mobile Offerings are Extremely Important

BY Rachel Cagle
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Metova, a world-​leading provider of mobile, connected car, connected home and IoT solutions, announced the results of a survey revealing the sentiment of over 1000 consumers on "Mobile First" technologies. The survey was conducted to research the growing shift from "Mobile Friendly" to "Mobile First." Notably, more than half would choose one company over another based on the mobile experience they offer and 70% say it is very important that a company they do business with has a great mobile experience.

Nearly 40% of American adults are M‑Commerce Shoppers, according to AudienceSCAN, meaning, within the past six months, they have purchased something using any mobile device. About 50% of M‑Commerce Shoppers own iPhones and 42.9% carry Androids. About 42% own iPads, 28.1% use Android tablets and 13.8% wear smartwatches. Not only is this consumer group using their mobile devices to shop, they're 42% more likely than other adults to find advertising on their mobile apps useful to them.

"Many industries that have traditionally relied on web, call centers or even direct mail to conduct business are quickly finding their customers are looking elsewhere," said Jonathan Sasse, CMO at Metova. "As smartphones have become the primary point of engagement, consumers expect businesses to provide a full set of services through mobile devices, along with all the enhanced functionality offered around communication, billing, identity verification, image capture, location services and beyond."

While using their mobile device to shop, M‑Commerce Shoppers can also use that same device to research products they're considering buying. In fact, according to AudienceSCAN, 66.4% of this audience has used a search engine to do so in the past six months. The preferred search engine among M‑Commerce Shoppers is Google (favored by 92.2%). However, only 21.3% of this audience goes past the first page of search results.

Key Mobile First survey findings include:

  • Nearly 3/​4 say it is very important that a company they do business with has a great mobile experience
  • More than half would choose one company over another based solely on the mobile experience they offer
  • Food Delivery is the most requested "Mobile First" service
  • Nearly 1/​3 are interested in voting via smartphone

So, how can retailers promote their mobile savviness to M‑Commerce Shoppers? According to AudienceSCAN, 53.7% of this audience took action after receiving an email advertisement within the past year. They're also 18% more likely than other adults to click on text link ads on a website and, last year, 51% took action after receiving a text ad or after seeing an advertisement on their mobile apps. Don't be afraid to reach out to this tech-​savvy group using traditional methods though. Last year, 68% took action after seeing a TV commercial and 60.8% were driven to action by ads they received via direct mail.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.