INside Performance Marketing
PMI Starts Today – Join Us There's still time to make it down to the Westminster Park Plaza Buy your ticket now
Huge Growth in Mobile In-Store Research Among UK Consumers

Huge Growth in Mobile In-Store Research Among UK Consumers

New research by location-based marketing company xAd suggests mobile may be playing a much bigger role in in-store purchasing than first thought, according to responses from nearly 1,500 UK smartphone users

Drawing on responses by those claiming to have used their device for a purchase decision in the 30 days before the survey, its conclusions bolster the idea that the ability to research on mobile has a strong influence on how quickly users are ready to part with cash on the high street.

XAd reports that 38% of shoppers used their mobile device to research products from a physical store, and expected to buy within the hour. That’s two thirds as many as in 2013.

Furthermore, over half (56%) of consumers who used their smartphone in this way went on to make a purchase in-store, compared to a figure of 40% for those that ultimately converted online.

“Here and now research”

Over half of UK consumers now cite mobile as their primary platform to research purchases, and this opens up a huge opportunity for brands to engage with consumers in the “here and now”, says Theo Theodorou, xAd’s head of EMEA.

“The context around a consumer’s location – where they are and where they’ve been – is one of the strongest indicators of purchase intent in real time and provides brands with invaluable insight about how to engage consumers when they’re either on-the-go or using their device at home,” he explains.

As Theodorou points out, mobile isn’t exclusive to research out of the store. Nearly two thirds (64%) of mobile usage is at home, with two in five of those going on to purchase on smartphones or tablets.

Small devices spark big purchases

Interestingly, xAd found that while mobile-only purchases have grown steadily across all categories - especially for quick and frequent purchases in groceries and retail - one in ten consumers are using mobile to research big-ticket purchases, such as automotive vehicles.

Commenting on the findings, IAB UK’s COO Jon Mew welcomed the research as playing a vital role in industry education, citing mobile as “central” to many online and offline purchases.

“With usage growing and mobile advertising now accounting for 39% of all digital display it’s more important than ever that marketers can understand the value of mobile."

Mark  Jones

Mark Jones

Editorial Executive at PerformanceIN. Mark reports performance marketing news and manages PI's network of guest contributors.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

Read more from Mark

Join over 10,000 performance marketers for the ultimate weekly update on industry news