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The Mobile Path to Purchase [infographic]

How UK consumers are using their mobile devices to inform purchase

Companies are embracing mobile marketing within their digital strategies, as consumers usage of technology is growing and lifestyles are changing.  Our post from Danyl Bosomworth, which we keep updated with the latest statistics showing the uptake of mobile usage and adoption in the UK may be helpful if you are interested in further statistics to make your case.

This infographic is from xAD who partnered with up with The Nielsen Company, to explore how UK consumers are using their mobile devices to research products and services, what impacts their decision-making and how they purchase. You can access the full report at the MobilePathtoPurchase web site. It shows how mobile can be used to engage consumer and influence purchase. Touchpoints on the journey include:

  • Search - as with the desktop 84% of mobile users visit search engines to research - this report gives an interesting breakdown of comparison, location, and pricing searches
  • Proximity - 50% of users expect specific locations to be featured which are within walking or driving distance
  • Media site ads -  '2 out of 3 users notice ads and 1 in 5 will click onto them'.

Ukmobilepathpurchase

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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