We are proud to announce the launch of launch behavior-based mobile intelligence solutions to provide new visibility into U.S. mobile consumers and their path to purchase.
With the new insights on how people use mobile devices while shopping, we are extending our expertise along the path to purchase—from how to reach consumers, to what advertising and messaging works across platforms, and now how they buy using their mobile phones.
New U.S. data from Millward Brown Digital highlights the importance of mobile touchpoints:
- 40 percent of mobile consumers who are in-market for a new product use their smartphones and/or tablets to research their purchases
- It’s not just retail show-rooming, 60 percent of mobile consumers conduct research via mobile in their “home-rooms”
- Retailers should anticipate an average of six visits from prospective consumers to their mobile sites during their purchase path, 50 percent more than PC-based consumers.
“Mobile is simultaneously a top-priority and a blind spot for virtually everyone in the marketing ecosystem,” said Stephen DiMarco, Chief Marketing Officer and Chief Client Officer at Millward Brown Digital. “With the launch of our new mobile intelligence solutions, we are providing the most complete picture of PC and mobile consumer behaviors and multi-screen marketing effectiveness.”
Continued leadership in mobile intelligence solutions
The new mobile intelligence solutions expand on our mobile advertising effectiveness services and include:
- Mobile Audience Profiles: new insights into attitudes and behaviors of consumer segments on and across mobile devices
- Mobile Path-to-Purchase Studies: new understanding of how consumers research and shop for new products and the mobile touchpoints that influence them
- Mobile Channel Effectiveness: competitive benchmarking and category-specific insights into consumer interactions with mobile websites and apps.
These solutions aggregate and analyze mobile behaviors drawn from a panel of U.S. consumers and breakdown mobile traffic originating from browsers versus apps, as well as smartphones versus tablets. The solutions integrate seamlessly with our existing PC-based behavioral intelligence and campaign effectiveness services to create a complete two-screen picture of consumer insights and marketing impact.
As a senior at Northeastern University, Zach Eberhart is thrilled to join the Compete team as the new Social Media / Marketing Co-op. Majoring in marketing and management information systems, Zach loves everything marketing and technology and has experience in both the agency and startup world. If you like what you read, you can connect with him on Google+ or LinkedIn.