Marketers have been hearing plenty about how consumers are using their mobile devices to research and shop. But to really target prospective customers, marketers need to know exactly who is shopping through these channels and what they are buying. Jumptap released new numbers on this topic which marketers will find helpful as they fine tune their holiday campaigns.
In developing its Understand Mobile Audience series, Jumptap partnered with comScore to survey consumers who are leading the way in mobile shopping. Their statistics are similar to findings published by other research shops. For example, tablet owners (63%) are making mobile purchases at a greater rate than mobile phone owners (31%). Younger consumers, especially those between the ages of 18–34 (79%) are most likely to use tablets for mobile buying.
Marketers that should be upping their mobile advertising budgets include banks. Jumptap research shows that the number of consumers who are willing to access their financial information via mobile devices has increased from 1 in 8 last year to 1 in 6 this year.
Mobile shoppers are spending their money on the following products this holiday season:
- Event tickets/daily deals: 38%
- Apparel or accessories: 36%
- Travel/physical books/video games/movies: 33%
- Consumer electronics (TVs but not mobile phones): 32%
- Flowers/gifts/toys: 30%
- General services such as photo printing, shipping: 26%
- Consumer packaged goods/sports and fitness: 25%
Marketers promoting goods and services in these industries should make a big mobile push this holiday season. And they should also remember to target men who purchase at higher rates, both on tablets and mobile phones, than women.[Source: Heussner, Ki Mae. Jumptap, comScore study. Adweek.com. 10 Nov. 2011. Web. 29 Nov. 2011]