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The Mobile Path to Purchase [infographic]

Author's avatar By Dave Chaffey 02 May, 2013
Essential Essential topic

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'.


Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave 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 are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. 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. Please connect on LinkedIn to receive updates or ask me a question.

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