A mobile path to purchase study and survey based on mobile related research within a purchase category, was performed on 950 people. Actual mobile usage was also observed by analyzing panelists’ mobile metered data for 14 days. To be included in the study, respondents had to meet the following criteria:

  • Over the age of 18
  • An active smartphone user
  • Made a purchase in one of the verticals in the last 30 days
mobile path to purchase

59% of consumers visited a business’s website before making a purchase

How much time do consumers spend on mobile research?

The mobile path to purchase study shows that consumers spent over fifteen hours doing research on their smartphones every week. 59% of consumers visited a business’s website before making a purchase and on average users visited mobile sites six times. The study also discovered that consumers spent around eight hours on mobile apps every week.

Advice for advertisers:

Ensure that your site is mobile-optimized since seeing as consumers visit websites on their mobiles roughly six times during the purchase process. Start with a mobile-friendly site for the majority of your visitors and then consider extending to apps for loyal customers.

Search engines are the origin for mobile research

The amount of smartphone users who start by researching products or services on a search engine is far higher than the number of smartphone users who use branded mobile sites or apps. Data showed that a total of 74% of users made use of a mobile search engine.

  • 42% of users searched Home and Garden related topics
  • 41% of users searched Nutrition and Health related topics
  • 38% of users searched Automotive related topics

Advice for advertisers:

As search is the most popular starting point for mobile research, therefor it is important for a business to be on search engines when potential customers are looking for you. Tailor your search ads with mobile-friendly creatives and specific mobile calls to actions, such as “Visit our mobile site” or “Call now”.

Consumers and location

The mobile path to purchase study showed that the 69% of consumers expects a business to be within a five-mile radius within their location, while 10% of consumers expects a business to be within a one-mile radius. 71% of consumers used a store locator to find a store.

mobile path to purchaseAdvice for advertisers:

Help consumers in finding you by allowing location extensions which will let users know how close they are to your business and will provide them with directions.

 

The importance of purchase time

Consumers want the purchase process to be speedy and efficient. According to the mobile path to purchase study, consumers look for stores where they will be able to make a purchase within an hour of conducting research on their smartphones, while 83 want to be able to make a purchase within a day.

Advice for advertisers:

Make it easy for consumers to make quick purchases by, showing results of local product availability, enabling click-to-call and creating easy mobile checkout experiences.

The influence of mobiles on the purchase process

The mobile path to purchase study shows that a total of 93% of consumers who start by using a mobile to do research, continue to complete the purchase of a product or service. The majority of purchases happen in physical stores rather than online shopping sites.

  • A total of 82% of consumers made in-store purchases
  • 45% of consumers made a purchase online using a desktop computer or tablet
  • While 17% of consumers made a purchase by using their smartphones

Advice for advertisers:

Create seamless experiences across all touch-points and measure conversions across various channels that originate from mobiles. Take advantage of new methods to measure store visits and purchases and cross-device conversion tracking.