Marketers must make challenging decisions regarding the allocation of ad spending across digital platforms. Everyone knows that consumers are spending more time looking at products and services from their desktop computers, smartphones and tablets. Google has now provided preliminary research on the consumer path to purchase through these devices which should prove valuable to marketers.
The path to purchase for smartphone users during the most recent holiday shopping period looked something like the following:
- Researched on smartphone; purchased at store: 46%
- Research on smartphone; purchased online via computer: 37%
- Researched on smartphone; purchased via smartphone: 41%
- Researched on smartphone; visited store; purchased online via computer: 19%
- Researched on smartphone; visited store; purchased via smartphone: 18%
- Visited store; purchased on smartphone: 8%
In addition, each digital device is preferred by consumers for specific purposes during research and purchase missions. For example, when it comes to contacting a retailer, the favored device is a smartphone with 42% of surveyed shoppers saying they’d chosen this route. For reading reviews, consumers prefer their tablets (77%). And for now, the PC is the best way for shoppers to compare prices (79%) and look for discounts or promotions (73%).
Retailers who are planning ahead for the next holiday shopping season should keep in mind that traditional stores saw 3.1% less foot traffic yet overall retail sales grew 3.5% last season. And with 76% of consumers saying they research online before the holiday season began, versus 29% who used TV and 21% who turned to newspapers, these statistics point to the need for an effective online advertising strategy to increase sales.
[Source: Pham, Dai. Smartphones and tables. Google Mobile Ads blog. 13 Feb. 2012. Web. 27 Feb. 2012]