The path to purchase for mobile devices is entering its next era. To help Brand advertisers better connect with the people who matter to them, InMobi has partnered with YouGov to explore how the path to purchase has changed and what these shifts mean for mobile marketing. This study explores The Role of Mobile in the Path to Purchase of FMCG/Retail Products in Australia. The InMobi Path to Purchase study is a comprehensive report that measures what consumers do on their mobile devices and captures actual preferences and behaviors. This study allows marketers to identify, understand, and engage with consumers along their journey The main objectives of this study were to: Look at how consumers currently engage with their mobile devices and how this is changing Gain an in-depth understanding of consumer behavior when browsing and shopping across multiple channels Understand the impact of mobile advertising on the purchase funnel of FMCG/Retail products Identify mobile activities that could engage consumers and drive the trial and purchase of FMCG/Retail products

1. Insights
How Australians Shop For
Fast Moving Consumer Goods
(FMCG) /Retail Products
THE CONSUMER PATH TO PURCHASE FOR FMCG/RETAIL PRODUCTS
PURCHASE
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MOBILE SITES/APPS USED TO SEARCH
FOR INFORMATION
FMCG/RETAIL CONSUMERS MOBILE AD
PREFERENCES
ACTIONS TAKEN AFTER SEEING FMCG/RETAIL
MOBILE ADS
21%
19%
39%59%
Search engine Retailer sites
or apps
Manufacturer
sites or apps
Social media
platforms
13%
Forums or
blogs
Ads featuring
the latest
products & prices
40%
36%
Ads for loyalty
programs/
rewards cards
35%
Ads with
detailed
product
information
27%
Ads that are
targeted to
my searches
Ads with special
deals, promotions,
or coupons
61%
MOBILE AD CONTENT THAT
INFLUENCES PURCHASE DECISION
41%
Price
Comparison
31%
Detailed
Product
Information
24%
Promotions/
Coupons/
Loyalty
Programme
22%
Product Reviews/
Commentary/
Ratings
21%
Product Photos
11%
Store Location/
Opening Hours/
directions
36%
Use promotion
/coupons sent
on mobile
20%
Purchase
FMCG / Retail
products
54%
Look for
more
information
44%
Visit a store/
get more
information
43%
Locate
directions
on map
41%
Call advertisers/
retailers at a
later time
11%
Click to call
advertisers
on mobile
device
CONSIDER
PURCHASE
62%
Search for a
specific brand
or product
35%
Search for a
particular
need
33%
Read product
reviews
22%
Talk to friends,
family, or
experts
11%
Look on
social media
16%
Search for a
product in a
physical store
8%
Visit brand/
product
website
THECONS
U
M
ER PATH TO PURCHASE W
ITH
MOBILE
Australian smartphoneusers search forFMCG/Retail productson mobile devices
76%
Australian smartphone
users plan to use mobile
devices for FMCG / Retail
purchases37%
23%
Bought another
product
20%
Bought what
they were
searching for
as well as
something else
56%
Bought what
they originally
searched for
Source: InMobi, YouGov | The Role of Mobile in the Path to Purchase of FMCG/Retail Products in Australia, N=876, June 2015
INFLUENCE OF MOBILE ON FMCG/RETAIL PURCHASE