SAN FRANCISCO, CA--(Marketwired - Apr 17, 2014) - RadiumOne, the leading global programmatic multi-channel advertising platform for brands and advertisers, today released findings from its 2nd Annual Mobile Shopping Survey, shedding new light on how mobile can help brands best engage with consumers based on stage of the buyer's journey-pre, during and post retail.
The results revealed half of mobile users surveyed clicked on a mobile ad in the last quarter. Additionally, 61% of respondents made at least one mobile purchase in the past 6 months. When it comes to maximizing click through rates (CTRs), reaching consumers with mobile ads while gaming outperformed videos by 5:1 (33% vs 6%).
Understanding how and when to engage with consumers through their mobile devices during moments of decision-making can have a profound impact on purchase behavior. For example, since last year's survey, in-store comparison-shopping nearly doubled on mobile (from 6% to 10%) providing an untapped opportunity for brands to engage during the shopping experience via geo-local notifications. Most respondents (75%) claimed to use coupons at least 25% of the time and about half of smartphone users said they share offers like coupons, sales or ads with their friends, giving them a viral or amplification effect. Similarly, consumers were twice as likely to read a product review via mobile after shopping in-store (8.9% vs 18.7%).
The latest forecast from Gartner estimates mobile advertising revenue will reach $24.5 billion by 2016, providing an unprecedented opportunity for marketers to leverage mobile as a channel of engagement. The key takeaway of RadiumOne's research indicates mobile has grown into a mainstream advertising and marketing medium with highly frequent consumer attention and participation, showing that more than 1/3 of mobile users surveyed use their phone 40 or more times each day. RadiumOne believes marketers can consider mobile as an effective awareness medium, as well as for driving response actions.
"The opportunities for brands to engage consumers at all points of the marketing funnel have finally reached mainstream scale, with mobile users engaged in their devices so frequently throughout the day, and using their devices throughout the sales decision process," said Gurbaksh Chahal, CEO and founder of RadiumOne. "The key takeaway of our study is that consumers do engage, provided brands reach them in the proper context and geography and recognize at what stage of the purchase cycle to engage."
RadiumOne is at the forefront of the ad tech industry providing advertisers the operating system on which to run programmatic initiatives across every digital channel in response to consumer's behaviors, actions and interests.
To view the full report, visit: http://www.radiumone.com/assets/download/Mobile-Marketing-Survey-Report.pdf
RadiumOne builds software that automates media buying, making big data actionable for digital marketers. RadiumOne uses programmatic advertising to connect brands to their next customers by incorporating valuable first-party data about behaviors, actions, and interests demonstrated by consumers across web and mobile touch points. Founded by online advertising pioneer Gurbaksh Chahal and based in San Francisco, RadiumOne has offices across the US, Europe and Australia. To learn more about RadiumOne, please visit http://www.radiumone.com.