Consumers spend 15+ hours per week researching on their smartphone and on average visit mobile websites six times.
– Google/Nielsen Mobile Path to Purchase study
If you surveyed the people who come into your store, restaurant, or office, you probably would be surprised to find out how many of them used a Smartphone to research your products or services before coming in. In order to learn more about what role mobile has in the shopping process, Google partnered with Nielsen and the published their findings in November 2013.
Consumers research on Mobile before buying locally
The Mobile Path to Purchase report is based on a 14 day survey 950 participants who are Smartphone users, over eighteen years old, who had made at least one purchase in the previous 30 days in these categories: Restaurants, Food & Cooking, Finance, Travel, Home & Garden, Apparel & Beauty, Automotive, Electronics, Health & Nutrition. Using surveys and metered data, the study uncovered five key findings:
- consumers are spending time researching on their smartphones (15+ hours a week),
- their research starts with a search engine (vs. a mobile site or app),
- proximity is important (69% expect businesses to be within five miles of their location),
- immediacy is key (more than half want to purchase within the hour), and
- mobile influences their purchase decisions (93% go on to buy).
You can read the report here: Google/Nielsen Mobile Path to Purchase study