We've been sharing details of a survey we completed earlier this year asking consumers about their "moments of need" (moments when their interest is piqued, moments when they want something and moments when they may be prompted to act) when viewing advertising and whether mobile opportunities could satisfy those needs.
The takeaways from our recent articles:
We found that, generally, marketers are making an impact—validated by the fact that 84 percent of survey respondents said they either enjoy and/or find value in marketing and advertising. They also overwhelmingly indicated they were definitely more curious after seeing product advertisements (with more than half saying they were anywhere from 10 times to 50 times more curious). Meaning that marketers are achieving part of their objective to generate increased interest, but the responses to the second part of our survey question indicated that we, as marketers, are not providing consumers with the right opportunity to act upon their increased curiosity. About 60 percent of respondents said they immediately wanted something more at least once to nine times after seeing an advertisement, but a full third of them said they didn't actively seek more information.
We contend that by providing a mobile opportunity with the advertising, consumers will act upon their increased curiosity/interest. Respondents validated that contention by more than 50 percent of those surveyed saying they'd like to see mobile opportunities on product packaging, grocery store shelves, in magazines and in coupon circulars. Finally, we asked what type of mobile activator they'd like to see on advertising and whether they'd actively use them. Nearly 50 percent said they'd like to see a mobile trigger, such as a SnapTag, QR code or UPC code. And more than 60 percent said they wished more product advertising included them and their use of mobile activators would increase if more were offered. The most telling fact that we've shared, though, is that 65 percent of survey respondents said they'd be somewhat to far more likely to buy if they could get the information they wanted at their moment of need.