Mobile shopping – an opportunity for advertisers

Mobile users are increasingly accessing the internet while shopping, giving advertisers an opportunity to engage users at the time of purchase.

With the increasing number of smartphones and faster network speeds, mobile presents an opportunity for advertisers to reach a captive, shopping-friendly audience while they are in-store.

According to a new survey by Yahoo! and Nielsen, nine out of 10 mobile users have accessed the internet via their mobile while in a shop and 50% of in-store mobile activity is directly related to shopping.

48% of in-store mobile users take and send pictures of a products to a friend of family member and 51% of consumers indicated that they make a purchase after doing research on their mobile.

The study, of 8,384 US residents aged between 13 to 64, also found that one in five mobile shoppers who have seen an advert during the shopping process say they always look at it. Consumers were keen to find out price, product features and benefits on the mobile ads.

In addition, 86% of mobile internet users (and 92% of 13-24s) are using their mobile devices simultaneously with TV.

Yahoo! and Nielsen believe mobile becomes “critical for impulse, time sensitive buys and when a PC is just not available”.

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