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UK mobile consumers love research,
but are very likely to purchase

path2purchase.gifUK consumers who use their phones for search tend to take a longer time for research compared to US-based consumers, but their purchase intent is very high, with over half reporting they had eventually made the purchase.

This and many other interesting facets of UK mobile shopping behavior are highlighted in “Path-to-Purchase” infographic.

xAd, a leading mobile-location based advertising network, and Telmetrics, a top mobile call measurement provider commissioned Nielsen to survey over 1,500 smartphone and tablet users about the actual “path-to-purchase” for mobile users.

The UK focused reveals many interesting facts, among them:

  • Forty (40) percent of U.K. mobile searchers report intending to make a purchase within the day and an additional 35 percent take up to a month before making a purchase decision.
  • Smartphone users have a more immediate need than tablet users, with 22% looking to make a purchase within an hour of their search.
  • Only 34 percent of mobile searchers know exactly what they are searching for, meaning the advertisers have a very good opportunity to effect the purchase decision of most consumers.
  • For tablet users, 81 percent report using the device at home, compared to only 42 percent of smartphone users who conduct searches at home
  • Price comparisons and reviews are both more popular in the U.K. than in the US – looking for coupons or deals is less popular in the U.K.

Check out the infographic below for more about the UK path-to-purchase. And for a more information about the global study as well as more detailed information about several verticals, check out the website
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