30% of shoppers used their phones for research, like comparing product details, looking up prices and using store locators last year, vs 11% in 2009.
15% compared products and prices while in-store, only 3% did so in 2009. Two-thirds of those 15% accessed the retailer’s mobile site, and nearly half surfed the competition.
The most popular reasons to use mobile websites and apps were:
Compare prices (56%)
Compare products (46%)
Look up product specs (35%)
Read reviews (27%)
Make a purchase (17%)
Use a store locator (10%)
Reports like these underscore the importance of well-executed mobile marketing campaigns. One of the best ways to begin marketing to your mobile audience is to use the powerful location and phone extensions along with mobile targeting features in the Google AdWords platform.A smart mobile marketing strategy would be to trigger your business’s mobile ad on a customer’s phone when they comparison shop in your competitor’s store. You could potentially win a customer from your competitor at a crucial final step in the buying process.
February 14, 2011 | Written by Dusty Dean
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