The study carried out in conjunction with research agency Kantar Media, shows how consumers are using portable devices in the purchase journey and the relationship that they have with traditional media. The study also looked at the impact of not having a mobile optimized site and the implications this could have for brands.
The survey, which had a sample size of over 2,000 GB smartphone owners aged between 16-70 years old, revealed that 81% go on the internet via an app or browser daily, and this rose further to 90% for those aged between 25–34. The research shows that the mobile phone was the number one device for smartphone owners aged between 16-34 when looking up product information, followed by a laptop.
TV & mobile are perfect companions
Traditional media was a trigger for consumers to do more research on their mobile phone about a product or service, with 59% claiming they were prompted by traditional media to follow up on their smartphone or tablet in the last four weeks. TV was the largest traditional media trigger for smartphone action, with 43% looking up more information on either their phone or tablet after seeing something on TV, compared to 28% for newspapers, 25% for outdoor and 21% for radio and magazines.
Looking at the specific types of triggers on each media that prompted people to reach for their phone or tablet, the study revealed that adverts were the top trigger for broadcast and outdoor. Adverts were also key prompts for print, however it was editorial content that was the biggest trigger.
Mobile optimisation is key
Interestingly 52% of smartphone owners said they had visited a non-mobile optimised site in the last month, 69% of consumers said this was a ‘frustrating’ experience.
IAB’s Senior Research Manager, Hannah Bewley said: “The fact that 59% of smartphone owners had been prompted by traditional media in the last four weeks to look for more information on products shows that mobile is the glue that holds other media together. The study emphasized the importance of optimizing sites so that consumers are able to browse your site, research your product and transact on the move. With 73% not looking for an alternative device if they reach a non-optimised site, brands without a mobile strategy are risking losing customers.”
Methodology
The methodology consisted of a quantitative method, a 15-minute online survey using Kantar’s LightSpeed Panel. The survey was platform neutral and could be answered on PC, Tablet or mobile. The sample consisted of 2,001 GB smartphone users, aged 16-70 years. The data was weighted to be representative of the UK general adult population. The survey was supplemented with an online community forum, comprising 12 people who did three tasks over three days.
The survey was conducted between 5th–16th September 2014 and the online community survey took place 14th–18th September 2014.
