Summary: New survey shows that 87 per cent of consumers who own a mobile device and a TV have carried out a mobile transaction over the past 12 months
Mobile shoppers’ purchasing decisions are becoming increasingly influenced by television adverts and programmes, a new report has revealed.
Market research firm Interpret LLC analysed whether TV, currently the most popular medium among consumers, can be utilised by marketers to boost sales on mobile devices, reports Mobile Marketer.
The report showed that 87 per cent of consumers who own a mobile device, such as a smartphone or tablet computer, and a TV have carried out a mobile transaction over the past 12 months.
One of the most influential factors in mobile phone users’ purchasing decision was television, as 53 per cent of respondents cited TV as a key factor in their transaction choice.
It was not, however, the most influential factor, with word-of-mouth cited as a key driver, closely followed by online adverts.
Despite this, 62 per cent of consumers want advertisers to make it easier to purchase products seen on TV.
The report, called Utilizing Multiple Screens Effectively: Television’s Role in Mobile Purchasing, also showed that consumers are likely to purchase a product they saw on TV in the same week and are heavily susceptible to time-sensitive deals.
When looking at the type of products purchased, three-quarters of respondents downloaded music, while 70 per cent paid a bill.
Other popular purchases included mobile accessories, as well as downloaded TV shows and movies.
“We were surprised to learn that consumers are almost as likely to purchase a physical product on their mobile device as they are to simply download a song or other virtual item,” said Jason Lau, a lead analyst at Interpret LLC, told the news provider.
“Also, most purchases made on a mobile device are made in the home, opening up the opportunity for advertisers to utilise call-to-action TV campaigns that drive consumers to a smartphone or tablet.
“The most surprising finding was that 53 per cent of those that made a mobile purchase cited TV as an influence, though it is not the most important factor.”