Пользовательская активность в mobile. Nielsen, xAd, Telmetrix.

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Transcript of Пользовательская активность в mobile. Nielsen, xAd, Telmetrix.

  • mobilepathtopurchase.com MOBILE SEARCH DRIVES PURCHASES NEARLY 2 OUT OF 3 mobile shoppers ultimately MAKE A PURCHASE Additional 16% plan to make a purchase in the near future Restaurants have the highest conversion rate + 80% $ $ MOBILE-DRIVEN PURCHASES HAPPEN QUICKLY AND MOSTLY OFFLINE 65%want to complete purchase within a day 64%completed purchase offline 52% visited a store during the research process Majority of restaurant and entertainment researchers want to purchase within the hour 49%look for deals UP TO 53% of mobile shoppers called a business PRICING & LOCATION LOOKUPS ARE HEAVIEST ACTIVITIES FOR PURCHASE RESEARCH SALENEARLY 60%ACROSS CATEGORIES WANT A LOCATION WITHIN 5 MILES NEARLY 15% OF AUTO & TELECOM SHOPPERS WANT A LOCATION WITHIN 1 MILE>50% Source: xAd/Telmetrics Mobile Path-to-Purchase Study 2014. Visit mobilepathtopurchase.com for more info. DEMAND FOR REVIEWS AND CLEAR CONTACT INFO GROWING Good reviews Easy to find contact info/phone number Coupons/Deals INCREASED IMPORTANCE OVER 2013 75% 55% 33% Local phone numbers PREFERRED 3-1 OVER toll-free numbers MOST IMPORTANT MOBILE FEATURES: MOBILE CANNIBALIZING PC MOBILE IS AN ESSENTIAL, EVERYDAY PURCHASE TOOL MOST MOBILE ACTIVITY IS TOP FUNNEL WHERE SHOPPERS ARE MORE OPEN TO INFLUENCE MOBILE SHOPPERS FOCUS ON PRICE AND LOCATION FOR PURCHASE DECISIONS VS 1 out of 5 (2014) 50+%REACH FOR MOBILE AT START OF PATH TO PURCHASE 1 out of 3 (2013) MOBILE IS NOW A DOMINANT PART OF CONSUMER PURCHASE DECISIONS US EDITION MORE THAN 1/3of mobile shoppers use mobile exclusively2013 2014 32% 53% MOBILE REACH & USAGE SEES SHIFT AWAY FROM PCs of total online time spent on mobile. >50% UP TO 50%consider mobile most important resource in purchase process KNOW EXACTLY WHAT THEY'RE LOOKING FOR At-Home Smartphone Usage Growing