ST. LOUIS - "The Digital Path to Purchase," a study of emerging trends on consumer usage of smartphones and tablets, was released by Moosylvania, an independent advertising agency specializing in digital, branding, experiential and promotions.
Like this article? Sign up to receive our weekly news blasts here.The study, fielded by First Choice Facilities Research, polled 5,600 men and women in the U.S. ages 18 and up. It uncovers key findings on how, when and where respondents use their mobile devices throughout the purchase cycle and how these factors can impact marketers. Download the free "Digital Path to Purchase" study on Moose Tracker.
"The proliferation of tablets and smartphones, which allows consumers to actively engage in social media and utilize geo-social applications, is changing the path to purchase from linear to circular," says Norty Cohen, founder and CEO of Moosylvania.
"It means that rather than relying on brands to deliver information about their products and services, consumers circumvent these resources and get a wealth of information about brands on their mobiles via Facebook, Google and many other sites before making a purchase. For marketers, this means a mobile strategy is more essential than ever," Cohen says.
The study reinforces that marketers need to recognize the fundamental role social media plays in purchase decisions and customer service, and invest appropriately in mobile-friendly websites and social media monitoring. "Those who don't will significantly limit a brand's ability to remain in the consideration set," says Cohen.
To illustrate, an overwhelming number of the study's respondents (73 percent) reported that customer reviews are five times more influential than advertising. In fact, 74 percent of the respondents in the study seek reviews on their mobiles prior to purchase, and 64 percent said that they comment on their brand experience using their mobile device post purchase.
"While traditional advertising still has an important role in customer communication, the value of online reputation management cannot be underestimated," says Cohen. "It creates an exciting opportunity for brands to invite blogger reviews and feature consumer reviews online."
In addition to how respondents use apps, coupons, payment services, QR codes, content and more, the Moosylvania study looks at how mobile technology fulfills the differing needs of women and men. "We found that women are more likely to use tablets and smartphones to seek social interaction, while men more often seek information," says Cohen. "And while women are more concerned with savings, men seem to desire efficiency."
About Moosylvania
Moosylvania is an independent advertising agency specializing in Digital, Branding, Experiential and Promotions with a globally-ranked research facility on its campus. Clients include Bacardi USA, Balance Bar, Capital One, Dean Foods, Enterprise/Alamo, Sapporo Beer, Spectrum Brands and Universal Studios. For more information, visit www.moosylvania.com or contact Rodney Mason at 314-644-7987 or [email protected]. Follow Moosylvania on Twitter, twitter.com/moosylvania.
About MooseTracker
Moose Tracker is Moosylvania's free mobile and social-obsessed robot, which hunts and gathers the latest digital marketing programs from around the world. It has more than 1,500 quick-read, brand-focused case studies that keep you up-to-date on trends in social media, tech, mms/sms and mobile web marketing strategies. To view and search the Moose Tracker, go to www.moosetracker.com.
About the Path to Purchase Study Methodology
Moosylvania created the Survey to better understand consumers' smartphone and tablet usage. The study, which was designed and analyzed by Great Questions, LLC and managed by Hatch Global Research, was fielded by First Choice Facility Network in November 2011, using an online survey among a total of 5,600 respondents ages 18+. Results are incorporated into www.moosetracker.com, which catalogs 1,500+ mobile and social case studies.
