One of the key challenges facing marketers and agencies today is measuring how mobile advertising impacts consumer behavior across industry verticals as diverse as Apparel, Automotive, CPG, Financial Services, Retail and Travel.
Download the 2011 Microsoft Mobile Advertising Consumer & Insight Study - here
Today, Microsoft Advertising, in conjunction with ROI Research, announced the results of a multi-country research study that analyzed consumer usage patterns associated with mobile content and how mobile advertising influences offline/online consumer purchase behavior. The study also analyzed how consumer behavior varied by apps vs. web, mobile operating systems (OS) and device types.
The study showed that mobile users often take a variety of actions after seeing an ad, including searching for more info, visiting a local brick-n-mortar store or making a purchase. In the U.S. the study found that 40% of American mobile users are likely to look for more info on their mobile handsets after seeing a TV ad, versus 22% in France and 16% in the United Kingdom.
The study also showed that mobile plays an important role in the purchase process in many international markets. After seeing an ad on their mobile device, 6 in 10 of mobile consumers used a search engine, 4 in 10 used their device to read reviews/ratings, 3 in 10 used mobile to make a purchase and 6 in 10 used their device to check their order status.
Mobile’s Impact on Purchase Process Across Selected Countries
Examining the impact of mobile advertising on specific industry verticals has led to practical insights that will help advertisers improve both mobile ad campaigns and ROI in different countries. For example:
Effect of Mobile Advertising for Consumer Packaged Goods Industry in France
Overall, the most popular activity among mobile users was mobile web search. 9 in 10 of mobile users conduct searches on their mobile handsets - France (94%), the U.S. (93%) and the UK (93%). Mobile usage was also popular among email, maps/directions, social networking, video and gaming. Of significance, the study also revealed that consumers using the top mobile operating systems (e.g. Android, BlackBerry, iOS, Windows Phone), do not exhibit any meaningful differences in consumer behavior.
These results are just highlights from the 2011 Microsoft Mobile Advertising Consumer & Industry Insights Study which provides mobile usage patterns, purchase behavior and advertising trends for up to 11 industry verticals ranging from apparel to travel across France, the UK and the U.S.
The findings of the Microsoft Mobile Advertising Insights study are based on a survey of 2,004 mobile users in November 2010. To download the four executive summaries, visit https://advertising.microsoft.com/mobile-advertising-industry-insights.
Jonathan Tom, Group Manager Global Trade Marketing
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