As Google has noted in earlier survey results, mobile searchers tend to convert quickly. Data from xAd and Telmetrics indicates that 55% of mobile retail shoppers end up making a purchase, and 30% of smartphone and 25% of tablet shoppers intend to make a purchase within an hour.
- The top 3 types of mobile retail searches are: apparel; electronics; and home improvement.
- 24% of retail smartphone searchers consider location proximity to be their most important search factor, while coupons/offers (21%) and reviews (18%) are most important to tablet users.
- Close to 4 in 10 mobile searchers look for a retailer’s contact information.
About the Data: The behavioral data is part of a greater study, which measures what consumers report they are doing via mobile devices and captures their actual preferences and behaviors across the Retail, Gas/Convenience, Banking/Finance and Insurance categories. Results from the 2nd Annual U.S. Mobile Path-to-Purchase Study are based on data from an online survey of 2,000 U.S. smartphone and tablet users and actual observed consumer behaviors from Nielsen’s Smartphone Analytics Panel of 6,000 Apple and Android users.