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xAdTelmetrics-Mobile-Path-to-Purchase-May2013Smartphone and tablets owners are extremely reliant on their devices when researching local products and services, per new data [download page] from xAd and Telmetrics. The second annual US Mobile Path-to-Purchase Study reveals that 46% use their device exclusively as their primary or default tool aiding their local purchase decisions, with the remainder leveraging other media sources such as the PC. Additionally, half use their device at the beginning of the research process, and one-third use their device throughout the purchase process.

The study examined the use of mobile devices in the banking/finance, gas/convenience, insurance and retail categories, finding that across those categories, 60% of smartphone users and 53% of tablet users reported having completed purchases related to their mobile activity. Research activity often led to offline purchases: 53% of respondents overall said they eventually made their purchase offline or in-store, with that figure rising to 74% among smartphone users.

Other Findings:

  • Close to 1 in 3 smartphone owners, and 1 in 4 tablet owners, use their devices specifically to find contact information, such as a phone number, address, or driving directions.
  • Local relevance is important, with 60% expecting businesses to be within walking or local driving distance from their location.
  • Immediacy differed by category: within the gas and convenience and banking and finance categories, 50% intend to purchase immediately or within a day, while one-third of retail and insurance users intend to purchase within a month or longer.
  • 57% of smartphone searchers go directly to the branded application or website, although tablet searchers have more varied discovery methods by category.
  • Close to 60% of mobile users (and nearly 80% of tablet users) use their device at home.

About the Data: 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.

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