New Research Shows Shoppers Turn to Mobile Devices Before Buying In-Store

by hkim
Wednesday, May 10 th, 2017 -- 8:00 am

NEW YORK, NY, May 11, 2017 — Consumers are increasingly making final, in-store purchasing decisions based on information obtained from research conducted on their cell phones, according to a new study.

The study was conducted by Yieldbot, a leading digital media technology and the second fastest-growing technology company in North America, in partnership with Kantar Retail.

The research revealed that the three most important factors in a consumer’s buying behavior are friends, family and their mobile phone. While word-of-mouth advice from friends and family remains the top resource for building a product consideration set, mobile advertising was found to be as influential in making a final purchase decision. In addition, for new product information, mobile ads are on par or outperform brand/retail information sources and social media.

Yieldbot President Chris Copeland said the goal of the research was to better understand how mobile is influencing in-store shopping behaviors, and to evaluate various types of mobile advertising to understand their respective roles in consumers’ purchase decisions.

“Everyone knows that mobile devices are gaining in influence. We wanted to help brands quantify that influence and provide guidance on how they can be relevant to consumers before they buy in-store,” Copeland said.  He added that relevancy is the number one requirement for consumers to consider advertising before in-store purchases.

The categories included in the study ranged from regularly purchased products like food to less frequently purchased products like women’s beauty and consumer electronics.  Additional categories covered in the survey included baby products; beer, cider, FMB; and dry/canned goods.

Additional findings included the following:

In the online survey, 1,200 shoppers participated. Respondents were both male and female females, aged 21-65, had used smartphones for researching and/or shopping, and were the primary household shopper and purchase decision maker for the category.

The complete survey can be found here.

ABOUT YIELDBOT

Yieldbot is the only data set and marketplace for real-time consumer intent in media. The company’s proprietary real-time data, machine learning and industry leading header-bidding technology connect brands to the real-time intent of 204 million unique consumers a month* across thousands of websites and on any device. Over half of the Top 100 US advertisers are Yieldbot customers.  Yieldbot is headquartered in New York City with offices in Bentonville, Boston, Chicago, Los Angeles, Minneapolis and Portland. For more information, please visit: http://www.yieldbot.com.

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