The last "Meeting Mobile Consumer Needs" article talked about whether consumers liked marketing and advertising, and whether it increased their desire or interest for products and services. Research validated that marketing and advertising does impact consumers’ curiosity and desire. But, the research also indicated that a large percentage of consumers whose curiosity and interest was piqued actively sought more information a relatively small percentage of the time. This is because marketers don’t always give consumers an easy way to get more information at their moment of need/desire. By providing a mobile opportunity with the advertising will cause consumers to act upon their increased curiosity/interest. Let’s see what the consumers we polled had to say about what they wanted, how they wanted it and whether getting it would impact their buying habits.
First, we asked our research participants where they would like to see a mobile opportunity on advertising. The results show consumers are interested in mobile opportunities, because respondents said "yes."
Where consumers would like to see mobile-enabled information:
- 67 percent said on product packaging;
- 64 percent on grocery store shelves;
- 58 percent on magazine advertising;
- 51 percent on coupon circulars;
- 39 percent on direct mail;
- 35 percent on clothing tags; and
- Less than 30 percent said they'd like it on restaurant food packaging, event signage and TV advertising;
We then asked them what method they’d like to use to access more information about a product or service. Nearly half, or 49 percent, of respondents said they’d like to see a mobile trigger, such as a SnapTag, QR Code or UPC code; and 34 percent said they’d prefer an NFC message push. (Given the high response level, this also tells us that mobile activators have become ubiquitous today.)
Of those same respondents, we asked them to describe their need or desire to access information using these types of prompts. About 20 percent said they wished all products and services offered mobile prompts, so they could get more information. And 44 percent said they wished more advertising offered the prompts. Only 13 percent said that it didn’t matter whether there were prompts, because they don’t use mobile prompts. A total of 69 percent of those surveyed said their use of mobile activators would either "definitely" or "probably" increase if more were offered.