So we’ve identified that consumers want the ability to access more information during their moments of need/desire and that they’re open to using mobile activators to get that information. But the real question is whether it impacts their decision-making processes for a product or service.
When we asked survey respondents about their buying decisions when they were able to get the information they wanted quickly at their moment of need/desire:
- 24 percent said they’d be far more likely to buy;
- 41 percent said they’d be somewhat more likely to buy;
- 28 percent said it helped, but they would continue to research/shop;
- 7 percent said it had no impact on their likelihood to buy.
The results were very similar when asked if access to prompts would impact their loyalty to a brand. What this tells us is that it’s no different from other mediums, like the Internet or TV shopping shows—like QVC. If you give them the information they want, when they want it, and you provide an easy path to purchase, they will convert from interested consumers to buyers. We also know consumers’ appetites for mobile engagements will only continue to grow. According to recent research conducted by eMarketer, Pew and ComScore, 91 percent of U.S. adult consumers now own a mobile phone; they spend 2.2 hours a day on their phones with non-voice activities; and four out of five shop on their smartphones. Those statistics tell us that we, as marketers, need to continue to find compelling ways to engage with consumers on their mobile phones.