Successfully reported this slideshow.
Insights
How Australians Shop For
Fast Moving Consumer Goods
(FMCG) /Retail Products
THE CONSUMER PATH TO PURCHASE FOR FMC...
Nächste SlideShare
Wird geladen in …5
×

The Role of Mobile in the Path to Purchase of FMCG/Retail Products - Australia

574 Aufrufe

Veröffentlicht am

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

Veröffentlicht in: Mobil
  • Als Erste(r) kommentieren

The Role of Mobile in the Path to Purchase of FMCG/Retail Products - Australia

  1. 1. Insights How Australians Shop For Fast Moving Consumer Goods (FMCG) /Retail Products THE CONSUMER PATH TO PURCHASE FOR FMCG/RETAIL PRODUCTS PURCHASE www.inmobi.com/insights | Follow us on @InMobi | facebook.com/inmobi 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

×