New, original research from HookLogic is published in a report titled The Future of Mobile Media. It looks at the impact of smartphones on consumer path-to-purchase. It focuses on smartphones because smartphone shipments tripled from 2010 to 2013 and at 1 billion units they are now, incredibly, more than triple annual shipments of TVs and PCs.
Some top line findings from the research include:
· In Q1 2015, mobile accounted for 29% of retail ecommerce transactions in the US – up 10% in just 3 months
· More than 40% of consumers now say mobile is the most important media for their purchase decision
· The click-through rate on mobile product listing ads was double that of desktop devices
· Half of mobile shopping-related searches lead to a purchase, with 69% of those purchases occurring within five hours of search and 76% happening at a store
All of this has lead HookLogic to predict some interesting trends.
Mobile dominates desktop, in virtually every way (usage, media, commerce). Early trends become concrete wins, and mobile reigns as the clear winner.
Mobile becomes the #1 influencer of purchase decisions. We’re almost there already. The impact of mobile media cannot be overstated.
Native is the future of mobile advertising. The ways consumers interact with mobile and the physical limitations of the phone environment facilitate the adoption of this format.