{"id":117523,"date":"2013-10-25T20:04:00","date_gmt":"2013-10-26T01:04:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/mobile-path-to-purchase-study-provides-valuable-insight-into-trending-consumer-behaviour\/"},"modified":"2024-12-21T05:53:35","modified_gmt":"2024-12-21T10:53:35","slug":"mobile-path-to-purchase-study-provides-valuable-insight-into-trending-consumer-behaviour","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/mobile-path-to-purchase-study-provides-valuable-insight-into-trending-consumer-behaviour\/","title":{"rendered":"Mobile Path-to-Purchase Study Provides Valuable Insight into Trending Consumer Behaviour"},"content":{"rendered":"

In my past post, I discussed the results of the 2013 Mobile Path-to-Purchase Study<\/a> done by xAd<\/a> and Telmetrics<\/a>.\u00a0\u00a0The study\u00a0found that mobile users were increasingly using their devices to initiate the purchase process, but how those purchases were completed differed depending on whether they were using a smartphone or a tablet.<\/p>\n

Another element of the study focused on specific categories.\u00a0 While the full results of the various categories will be released in phases over the course of this year, the preliminary findings give us some interesting insights into consumer behavior.\u00a0 The categories studied were Retail, Gas & Convenience, Banking & Finance, and Insurance.<\/p>\n

The\u00a0study found that 70% of users prefer to use brand websites or apps for retail, banking, and insurance research, but those searching for gas & convenience prefer comparison sites or apps like local directories<\/a>.\u00a0 However, searchers for both gas & convenience and banking & finance were searching to make a more immediate purchase (50% immediately or within a day), whereas retail and insurance searchers were looking longer term.\u00a0 It will be interesting to see what the category detail will show about banking & finance, since it seems to follow a different pattern from the rest.<\/p>\n

For more consumer insights<\/a> by category, we can look back at the 2012 study, where restaurants, automobiles, and travel were studied.\u00a0 As expected, behavior differed across categories and by the type of device being used.\u00a0 While smartphone users generally preferred directory apps, tablet users preferred brand sites.\u00a0 The one exception was the travel category, where both smartphone and tablet users preferred brand sites.\u00a0 The study also found that 45% of all searchers went directly to an app or site without being directed by a browser.<\/p>\n

The timing of purchases varied across the categories. Eighty-seven percent of searchers under restaurants were planning on making a purchase within a day.\u00a0 Only 33% of those searching for travel fell under that timeline, and automotive searchers were nearly split at 49%.\u00a0 Likewise, 85% of restaurant searches, 51% of automotive searches, and 46% of travel searches end in a purchase, so it would appear that the more immediate the need, the less likely the consumer was to change their mind during the shopping process.<\/p>\n

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