The purchase path. Marketers spend a lot of time studying the steps consumers make on their way to buying a product or service. The new speed of commerce has changed the traditional purchase path, and Vicki Draper, at AOL Consumer Analytics and Research encourages marketers not to ignore the disruptions that have occurred recently. AOL covered this topic in its Buying at Speed: How Technology Empowers the Always-On Shopper study.
We know that nearly all consumers, 92%, say technology has impacted the way they shop. For the most part, shoppers believe their shopping has improved. New technology tools give them:
- More confidence: 46%
- Ability to see more choices: 53%
- Ability to shop anywhere/anytime: 50%
- Opportunity to purchase quickly: 44%
People are also spending more time researching online, especially when they're in the market for expensive items. Surveyed shoppers say technology has influenced their decision-making for travel purchases (76%) and consumers electronics (62%) more than for personal care products (26%). The typical consumer needs 9.6 days to make a travel purchase but only .93 days to buy personal care items.
The ease of online research and purchasing has a significant impact on smartphone users. The process is so seamless that the rate of impulse purchases is increasing. In general, 43% of mobile consumers are making purchases they didn’t budget for as a result of browsing. This rate is higher for Millennials (52%), than Gen Xers (43%) and Baby Boomers (50%).
Your clients should be hard at working optimizing their mobile campaigns. In addition to influencing consumers who are on the traditional purchase path, marketers can also boost sales by attracting the attention of consumers who are open to impulse purchases.
To learn more about Mobile Marketing Responders, check out the AudienceSCAN report available on the Research Store at ad-ology.com.