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Mobile is increasingly becoming the tool for purchasing power. A report by xAd and Telmetrics shows that mobile is increasingly the only media outlet used in some categories to consult before making a purchase.
The third annual xAd/Telmetrics Mobile Path to Purchase study also found that 42 percent of mobile users consider mobile the most important resource in their purchase process and more than one-third of mobile shoppers turn to mobile exclusively.
“Previously we’ve shown that mobile is becoming an important part of the shopping process but now we are seeing trends really show it is becoming a pretty dominant part, depending on the category you are talking about,” said Monica Ho, senior vice president of marketing at xAd, New York.
Auto is among one of the categories where mobile plays a big role in the path to purchase along with telecom and entertainment.
In the automotive category, 35 percent used only a smartphone in their purchase decision and 16 percent a tablet. In entertainment, 40 percent used only a smartphone and 31 percent a tablet.
Findings also show that there is a strong trend where people use their mobile device even when a desktop is available. Half of smartphone shoppers are enaging with the mobile device at home.
Other key findings show that mobile activity is happening at the beginning of the purchase cycle when consumers are most open to influence.
The report also shows the importance of location to mobile shoppers with 52 percent of mobile consumers wanting a location within 5 miles and more than 10 percent of auto and telecom shoppers expecting locations within walking distance.
Location and look-up are the most prominent purchasing-related activities.
Regardless of how a automotive brands are engaging the consumer, they need to make the experience seamless and mobile is a significant piece of the puzzle.