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Due to the split nature of the Auto category, mobile users’ stage in the purchase decision making process is an important factor to incorporate when planning a successful campaign. According to Nielsen/Telemetrics, whether user activity occupied the top or bottom end of the purchase funnel, over one-third of mobile Auto users knew exactly what they were looking for, and 36% had a general idea during their decision-making process. This means that brand familiarity plays a key role in affecting the mobile path to purchase in the Auto category.
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Posted by Mike Elliott on January 31, 2015
Posted by J.D. Rucker on February 10, 2015