The study by Nielsen, xAds and Telmetrics looks at a number of factors relating to the “mobile purchase path”. For example, one factor is the different purchase timing across categories. The data shows that someone searching for a restaurant has an 87% chance of making a purchase in that category within the next day. By contrast, in the travel category only 33% said they found themselves a day away from purchase.
Mobile is almost unique in its ability to target customers in very specific localities with advertising. As the study found, 84% of mobile information searches were looking for business details. 73% were searching for a business phone number.
So what does this mean for advertisers? Put simply, it shows that a well-targeted promotion has a very good likelihood of grabbing customers with high intent, and this knowledge is a potential goldmine for mobile advertisers seeking out new means of targeting customers.
Below is one of the infographs from the study, you can get a full copy of the xAd/Telmetrics Mobile Path-to-Purchase Study here.