Key findings
58% of UK smartphone users search on the go up to 77% look for business locations up to 67% search for directions to a business up to 47% want to find the phone number of a specific business 34% know exactly what they are looking for Two thirds are noticing mobile ads with 20% clicking on them 40% of mobile searchers intent to purchase within the day, 35% during the next month Price comparison is more important than coupons or deals in the UK compared to the US 9% of UK mobile searchers intend to make a purchase immediately compared to 17% of US searchers
Huge Opportunity for Mobile Advertisers
With only 34% knowing what they are exactly looking for, mobile advertisers have the opportunity to influence searchers purchase decision. Especially advertisements with location-based content seem to perform very well. A study conducted by IAB found that 59% of UK mobile phone users couldn’t live without their mobile so don’t miss this opportunity! Make sure to optimize your mobile advertisements for your target group and include address data as well as contact details like a telephone number. Check out our beginner’s guide to location-based mobile advertising for more information about this topic. Monica Ho, Vice President of Marketing, xAd, Inc.
Infographic – UK Mobile Path to Purchase
Call measurement service provider Telmetrics and location-based mobile advertising network xAd created an infographic to visualize the mobile path to purchase for the UK market.
About The Study
Nielsen conducted an online survey in February 2013 of more than 1,500 smartphone and tablet users who engaged in Travel,- Restaurant or Automotive-related mobile activity in the past 30 days. All three categories are projected to show major growth over the next 3 to 5 years. More information can be found on mobilepathtopurchase.com Images copyright by Telmetrics and xAd
