As the mobile channel begins to mature, analysts see sales growing and the influence of mobile ads improving. Exactly how much influence do mobile ads have on consumers? Deloitte has these numbers, along with recommendations for marketers.
This year, about 5.1%, or $159 billion, of all retail sales in stores, will have been influenced by mobile ads. By 2016, mobile influence will extend to between $682 and $752 billion or between 17% and 21% of retail sales.
Consumers show more willingness to shop for some products online and this willingness extends to the mobile channel. The top categories for mobile shopping and therefore for mobile ad influence include:
- Electronics/appliances 49%
- GM/Department/Warehouse 46%
- Clothing/Footwear 38%
- Food/Beverage 35%
- Books/Music 33%
- Home Improvement/Garden 31%
Deloitte analysts also say that once shoppers begin using their mobile phones for shopping, that tendency increases.
Mobile not only affects online shopping but in-store shopping as well. Up to 33% of all shopping trips planned with digital devices are now influenced by mobile phones. This is higher than the 31% of trips linked to laptops/netbooks. And once a shopper is using an app in the store, conversion rates soar by 14%.
Marketers can improve their connections to shoppers by designing mobile campaigns to coincide with when consumers are actually shopping or planning their next visit to the store. Here’s when consumers use their phones in connections with a store shopping trip:
- A week before 10%
- 2+ days before trip 17%
- Day or night before 45%
- On the way to store 52%
- While in the store shopping 61%
Given the rapid growth in this channel, marketers should know that waiting to implement mobile means ceding ground to their competitors.[Source: The dawn of mobile influence. Deloitte.com. 2012. Web. 11 July 2012]