Consumers Make Faster Purchasing Decisions on Mobile

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for performancein.com

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Consumers Make Faster Purchasing Decisions on Mobile
Photo by Sony Mobile

Mobile devices are no longer the research tools they once were for purchases. They are playing an ever-increasingly key role in driving sales for any brand that is choosing to invest significantly in the channel.

Customised programmatic solutions company, myThings,  discovered that the time from the last site visit to conversion was 13 times faster on a mobile device than it was on a desktop computer.

In myThings’ recent mobile retargeting review, it revealed that mobile yielded a 46% higher clickthrough rate and a 37% lower enhanced cost-per-click when compared to their desktop campaigns.

Mobile in the evening

Mobile devices are often preferred  to desktop when the day draws to a close and myThings found a similar trend with conversions. The increase in evening conversions on mobile devices (33%) was more than double desktop (14%), whereas for tablets it was six fold.

When drawing comparisons between weekday and weekend activity, the research showed that the drop in weekend conversion from weekday was four to five times higher on the desktop than mobile.

Of the 100 million impressions that made up myThings’ report, more mobile users (55%) were found to reach the product page of a website than desktop (40%). The theory is that contributes a lot to that mobile figures.

Future retargeting

What does 2014 hold for retargeting? Shachar Radin Shomrat, myThings' vice president of marketing, thinks that the real-time bidding trend will move into mobile where it will see a steep curve of adoption.

“[We are] looking at extensive growth in mobile RTB - particularity of cookie-less inventory as device recognition solutions will gain more momentum,” Shomrat said.

Nonetheless, the cookie will continue to play a key role in mobile retail alongside cookie alternatives since tablet users prefer to shop on the cookie-based mobile web (56% of time spent, according to comScore).