Understanding how mobile factors into the consumer journey
Digital advertising presents challenges and opportunities for advertisers to tell their brand stories. Understanding how consumers use their mobile devices across the shopper journey is one such challenge.
Microsoft Advertising launched the Mobile Love Affair research project to find out how shoppers spend time with their mobiles during their path to purchase, thus providing advertisers an opportunity to gain valuable information and engage their customers more effectively.
The research revealed some fascinating results, including these key ideas:
- The use of mobile in the planning and in-store phase of the consumer journey is growing: many consumers use their mobile phones to compare grocery prices.
- Many consumers use apps or websites while grocery shopping that are recommended by friends and family.
- Many consumers want to interact with brands throughout their shopping experience.