xAd and Telmetrics Reveal Results of First U.K. Mobile Path-to-Purchase Study

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Study Conducted by Nielsen Shows U.K. Mobile Consumers Committed to Research with Strong Purchase Intent

While two-thirds of U.K. mobile searchers don’t have a specific brand in mind, they do cite the importance of local relevancy. Advertisers that include local cues can positively influence mobile purchase decisions.

xAd, a leading mobile-location based advertising network, and Telmetrics, the top mobile call measurement provider, today announced the results of the first U.K. Mobile Path-to-Purchase research study, conducted by Nielsen. The results demonstrate U.K. mobile searchers’ commitment to research – in fact they have a longer purchase decision cycle than U.S. mobile searchers. The study also revealed U.K. mobile users’ emphasis on local relevancy and high purchase intent with more than half (56 percent) reporting that they ultimately made a purchase. The online survey of 1,500 U.K. smartphone and tablet user respondents measured what consumers reported doing via mobile devices and will include three additional releases of specific market findings for the Travel, Restaurant and Automotive categories.

xAd-Telmetrics U.K. Mobile Path-to-Purchase Infographic

U.K. Mobile Searchers: Strong Research & Purchase Activity
In the U.K. price comparisons and reviews are the top two mobile research activities as mobile searchers generally take time to conduct thorough research before making a purchase. U.K. mobile searchers demonstrate strong purchase intent, however less overall immediacy than U.S. searchers. Forty (40) percent of U.K. mobile searchers report intending to make a purchase within the day and an additional 35 percent take up to a month before making a purchase decision. Smartphone users demonstrate more immediate needs than tablets searchers with 22 percent looking to make a purchase within an hour of their search.

“As U.K. marketers outspend their global peers trying to reach mobile consumers, it is crucial to understand the U.K. mobile searcher. This study reveals critical insights about mobile purchase behaviors, including preferred research tools, activities and mobile purchase influences,” said Bill Dinan, president, Telmetrics. “While two-thirds of mobile searchers don’t have a specific brand in mind, they do cite the importance of local relevancy. Advertisers that include local cues such as location info and phone numbers in their ads can positively influence mobile purchase decisions.”

Location Plays Key Role in U.K. Mobile Search
Location is an important influencer for mobile search in the U.K. as nearly 50 percent of both smartphone and tablet searchers expect search locations to be within walking or driving distance. In fact, location lookups are the top smartphone research activity for Restaurant and Auto searches. Location is more important to smartphone users as 58 percent are searching while out of home, including nearly 15 percent searching outside and nearly 10 percent searching from public transit. Of smartphone users,

  •     up to 77 percent look for a business’ location info,
  •     up to 67 percent look up directions to the business and
  •     up to 47 percent look for a business’ phone number.

Mobile Advertisers Have an Opportunity to Influence Undecided Searchers
Only 34 percent of mobile searchers know exactly what they are searching for, providing advertisers considerable opportunity to influence searchers’ ultimate purchase decisions. In the U.K., two-thirds of users notice mobile ads with 20 percent resulting in a click. The top reason driving mobile ad clicks is local relevance – with nearly one-third of users preferring ads that are geographically relevant. Additional reasons for clicking on ads are that the ad features a known brand, a coupon or promotional offer. Similarly, the ads that are most likely to motivate customers to make a purchase or visit a location are smartphone ads targeted to the user’s search or tablet ads featuring a coupon.    

“Successful mobile advertising campaigns must be tailored to distinct device and category nuances as a ‘one size fits all’ approach won’t produce the desired results,” said Monica Ho, vice president of marketing, xAd, Inc. “Insights from the Mobile Path-to-Purchase Study can improve U.K. mobile advertisers’ ad relevancy and performance and ensure mobile ads are hitting the right audience with the right message.”

Additional Highlights from the Study Include:

  •     8 out of 10 smartphone and tablet searchers visit search engines in the research process.
  •     Among smartphone owners, map/navigational apps/sites are most popular for Restaurant and Automotive users (45 percent and 32 percent, respectively) while brand websites are most popular for Travel users (49 percent).
  •     For tablet users, brand apps/sites are the most popular for the Travel and Automotive categories (47 and 34 percent, respectively) while map/navigational apps/sites are most popular for Restaurants (32 percent).
  •     Online/PC use is still an important research tool for mobile searchers and is used to supplement research by 37 percent of Restaurant searchers, 62 percent of Travel searchers and 54 percent of Automotive searchers.
  •     On tablets, 81 percent of searchers report using the device at home, compared to 42 percent of smartphone users conducting searches at home.

Comparisons to the 2012 xAd-Telmetrics U.S. Mobile Path-to-Purchase Study:

  •     Price comparisons and reviews are both more popular in the U.K. than in the US – looking for coupons or deals is less popular in the U.K.
  •     U.K. mobile searchers are more likely to use their mobile devices at home than U.S. mobile searchers (62 percent vs 52 percent).
  •     More U.K. mobile searchers (12 percent) expect business locations to be within walking distance than in the U.S. (8 percent).
  •     9 percent of U.K. mobile searchers vs. 17 percent of U.S. mobile searchers say they are looking to make a purchase decision immediately.

About the Study
In February 2013, Nielsen conducted an online survey of more than 1,500 U.K. smartphone and tablet users who reported that they had engaged in a Restaurant-, Travel- or Automotive-related mobile activity in the past 30 days. The three categories were chosen as they rank among the top vertical markets projected to show major mobile growth over the next 3 to 5 years. The U.K. study is a complement to the xAd-Telmetrics U.S. Mobile Path-to-Purchase Study, which was first conducted in 2012.

More details are available at mobilepathtopurchase.com

About Telmetrics, Inc.
For more than 20 years, Telmetrics has been the call measurement industry leader. Telmetrics’ call tracking solutions, which are available in North America and across Europe, track the lead generation quality of local search advertising and pay per call programs for the leading brands in local search. This includes both publishers and agencies that serve millions of SMBs and national franchise locations across North America and Europe. With greater visibility into advertising performance across all media channels—digital, mobile, print and more—media publishers, agencies and advertisers can optimize the media mix for higher quality lead generation, resulting in increased revenues and a more complete picture of ROI across converging media. For more information, visit Telmetrics.com.

About xAd
Since 2009, xAd has grown to become one of the largest mobile-location based advertising networks in the U.S. and the only one offering the ability to target mobile audiences using a combination of location signal and search context, leading to performance that is 3 to 5 times above the industry average. Across its network, xAd aggregates and manages the largest network of location verified mobile inventory in the industry, resulting in billions of location-specific ad impressions per month and over one million national and local advertisers. xAd is based in New York City with several satellite offices across the U.S. and internationally. For more information, visit xAd.com.

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Meggan Manson
Young & Associates
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