Mobile Impacting Path to Purchase for CPGs

Very intriguing analysis just arrived.  Here is a snippet of the findings:

Mobile is increasingly influencing all stages along the shopper’s path-to-purchase for CPG items. New research from mobile audience intelligence firm NinthDecimal examines how mobile usage and marketing is transforming how shoppers interact with CPG brands.

One of the most significant findings is the increased influence of mobile advertising, with 70% of consumers trying a new product as a direct result of seeing a mobile ad. In addition, 68% of consumers use their mobile device to discover a CPG brand or product prior to shopping, while 86% use their mobile device to prepare for their grocery shopping and 59% use their mobile device while grocery shopping.

What I find interesting is the possibility that mobile is tilting the playing field away from private lable or 'store brands' and in favor of the national brands.

Here is the article that caught my eye:

http://www.chainstoreage.com/article/study-mobile-impacts-path-purchase

Here is the full analysis from NinthDecimal:

http://www.ninthdecimal.com/

Happy Reading,

J.W. Gant