I first learned of the study through an article by the folks at Mobile Marketer:
http://www.mobilemarketer.com/cms/news/research/17925.html
Here is a snippet from that piece:
Forget mobile "playing a role" in purchase decisions; in certain categories it is increasingly the only media outlet consumers are consulting before making a purchase, according to a report released today by xAd and Telmetrics.
Dining is one category where mobile is dominant, with 60 percent of consumers using only a smartphone to pick a restaurant and 40 percent a tablet. Other key findings from the third annual xAd/Telmetrics Mobile Path to Purchase study include that 42 percent of mobile users consider mobile the most important resource in their purchase process and more than one-third of mobile shoppers turn to mobile exclusively.
Here is a link to the company that did the study along with Nielsen:
http://www.telmetrics.com/xadtelmetrics-mobile-path-to-purchase-study/
Happy Reading,
J.W. Gant
Dining is one category where mobile is dominant, with 60 percent of consumers using only a smartphone to pick a restaurant and 40 percent a tablet. Other key findings from the third annual xAd/Telmetrics Mobile Path to Purchase study include that 42 percent of mobile users consider mobile the most important resource in their purchase process and more than one-third of mobile shoppers turn to mobile exclusively.
Here is a link to the company that did the study along with Nielsen:
http://www.telmetrics.com/xadtelmetrics-mobile-path-to-purchase-study/
Happy Reading,
J.W. Gant
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