InMobi, mobile advertising platform, together with YouGov, a global provider of customer research, have highlighted Australia’s love affair with smart phones with one third likely to make a retail purchase on their devices in the next twelve months.
The survey of 876 Australian smartphone users found, whilst most already preferred to use mobile devices over PCs for inspiration and information about FMCG/retail products, more than a third (37 per cent) plan to use their devices for retail purchases in the next 12 months.
When it comes to researching products, price comparison apps are particularly popular, downloaded by 49 per cent of smartphone users; closely followed by grocery coupon apps (48 per cent), barcode scanners (33 per cent) and shopping list apps (33 per cent). The respondents highlighted price comparisons and detailed product information as the top two types of content that inform purchase decisions.
The InMobi / YouGov study highlights how mobile advertising helps to drive the consideration and purchase of retail goods. After seeing mobile ads, 54 per cent have sought out information at least once in the last six months: 44 per cent have visited a store, 43 per cent have located directions on a map and 41 per cent have called a retailer.
Ads with special deals, promotions or coupons had the greatest resonance, preferred by 61 per cent of smartphone users, followed by ads featuring the latest products and prices (40 per cent).
When it comes to issues about purchasing on mobile, the small screen size of the phone was given by 32 per cent of smartphone users, but delivery charges (49 per cent) and not being able to touch and see the product (44 per cent) were of greater concern.
The study shows that Australian smartphone users are looking for convenience – such as efficient mobile payment solutions – and security when buying on a mobile device. They would also like to see better use of their time, through personalised advertising and innovative ways of showing product information. Faster delivery times are also listed as an improvement they’d like to see.
Jon White, InMobi’s regional director and general manager Australia and New Zealand, said the survey highlights the enormity of the mobile opportunity for retail stores: “There’s still a lot of interest in visiting a bricks and mortar store, which means, even if the smartphone user ultimately buys using their device, those with a physical presence can still gain a home ground advantage.”
“We’re also seeing the importance of price comparison sites and the supply of detailed product information. Retailers can’t rest on their laurels – they have to feature rich content on a mobile platform and, of course, ensure their pricing is competitive in the marketplace.”
Co-CEO of YouGov Asia Pacific, Colin Marson added, “Technology and particularly mobile and social are disrupting the path to purchase across all consumer facing verticals. If you are going to, or planning to embark on your mobile and social journey to capture the trillion dollar market opportunity, you better understand how consumers are utilising their mobile and social media before they make a purchase decision.”
The field study was conducted using YouGov’s proprietary online and mobile panel, with the fieldwork conducted between February and April 2015.