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.
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.