86 per cent of Consumers Discover New Brands on Mobile

Generic Stock Shopper LBS geogate86 per cent of consumers say they are likely to discover new brands or products using their mobile device, according to research that suggests that mobiles effectiveness at driving in-store traffic is increasing.

The report, which comes from mobile audience intelligence company NinthDecimal, examines how mobile is increasingly influencing consumers along the various stages of the path-to-purchase.

54 per cent of consumers researched products on their mobile device instead of a laptop before making a purchase decision, a 59 per cent increase year-on-year, and marketers saw store visits increase as much as 80 per cent within the first day of mobile ad exposure.

“With mobile now the first screen for consumers and mobile media consumption on the rise, the need to understand whats working in the mobile ecosystem has become critical for marketers,” said David Staas, president of NinthDecimal. “In our latest report, we looked across the points at which mobile influences the purchase path, sharing insights and best practices from engagement to conversion.”

Rich media and video were pointed to as key tools for establishing mobile engagement, with audience-targeted mobile video ads seeing a 31 per cent increase in completion rates from Q3 to Q4 2014.

As a result, more and more marketers are leveraging video and rich media pre-roll formats, seeing them increase by 28 per cent year-on-year, while standard banner ads dropped by 33 per cent in the same period.

Location was also a major factor, with retail and consumer packaged goods (CPG) mobile ads performing best when delivered to consumers within five miles of a store, while quick service restaurant ads achieved the best ROI for marketers when delivered to audiences between five and 10 miles from branches.