Wireless Shopper 2.0

Reposted from Google’s Retail Advertising Blog

Ring, ring! It’s the new cell phone shopper calling!

With over 450 mobile devices in North America and an average of 10 new phone launches each week, how do shoppers decide which phone is right for them? How do marketers influence these purchase decisions?

We’re excited to announce that Google and Compete recently completed their latest research study, Wireless Shopper 2.0, which covers the shifting cell phone marketplace, the rise of the smartphone and the role search plays in the purchase process.

Key consumer findings revealed that today’s wireless shoppers are:

  • Open to Switching: At the beginning of the purchase process, 42% did not have a a specific carrier preference, while 78% did not have an OEM preference
  • Reeled in by Features: 45% bought a new smartphone because they wanted more features, while 22% bought because they saw a new phone they "had to have"
  • Reliant on Search: 62% of consumers who searched for a newly launched mobile device purchased one, and the average consumer conducts 13 searches throughout the purchase process

In an increasingly competitive marketplace, these behavioral insights indicate the importance of having a comprehensive digital marketing strategy to bridge the gap between queries and sales. To do so, digital marketers should focus on:

  • Targeting the Entire Funnel: The purchase funnel is not as linear as it once was; query trends indicate that search is paying a central role throughout and that generic (non-branded) keyword are prevalent and convert, even at the end of the purchase process
  • Device-Centric Campaigns: Shoppers are searching online for everything to do with their wireless device: features, reviews, price, applications, etc. Optimize device-specific landing pages and integrate device-focused keywords and ad texts into campaigns
  • Leverage Search for Product Launches: Search is an effective tool for introducing new products to customer prospects, especially during the announcement and pre-launch face – don’t miss the opportunity to acquire new potential lifetime customers

For more insights into today’s Wireless Shopper 2.0, download the full study here.