Mobile Ads Seen Impacting CPG Purchase Decisions

November 22, 2013

This article is included in these additional categories:

Brand Loyalty & Purchase Habits | CPG & FMCG | Digital | Mobile Phone | Social Media | Tablet | Video

JiWire-Mobile-Ads-and-CPG-Purchase-Decisions-Nov2013Almost half of mobile users say they’ve tried a new CPG product or brand as the result of having seen a mobile ad, finds JiWire in its latest quarterly “Mobile Audience Insights Report” [pdf]. The survey of more than 1,400 mobile users also reveals that about 2 in 3 would be likely to add a relevant new CPG product to their shopping list were they to see a mobile ad for it. Separate data indicates that mobile audiences targeted with drive-to-location ad campaigns had 11 times more store visits than those not exposed to the campaigns.

Ads aside, men and women appear to be influenced by different types of information when considering which products to add to their lists. For both genders, sales, coupons and special offers rank as the top information type that would lead them to add a product to their shopping list, cited by 62% of women and 48% of men. While recipes for a food item are next among women (54%), they influence only 37% of men, on par with proximity to the product retailer (36%). Product reviews also influence men (29%) more than women (21%), as do videos featuring the product (13% and 9%, respectively).

When using a mobile device in-store, respondents indicate that the following types of information on their smartphone or tablet would be most likely to influence their purchase decision: receipt of a coupon for a product in-store (28%); sale item notification (20%); and seeing an ad for a product (15%).

With the study’s focus squarely on mobile’s influence in the CPG sector, the research also reveals that mobile apps have a role to play, with half of respondents claiming to have CPG or food applications on their mobile device. Further results also indicate that mobile users prefer using smartphones rather than tablets or laptops to prepare their shopping lists as well as to post about and follow their favorite brands on social media.

About the Data: JiWire’s Mobile Audience Insights Report research is based on data compiled from a survey of more than 1,400 randomly selected mobile users, as well as the billions of data points from JiWire’s proprietary Wi-Fi and mobile advertising platform. Location Conversion IndexTM measures ROI by finding the normal visit rate for the general population, then comparing it against audiences both exposed and not exposed to mobile campaigns in order to measure incremental store visits.

The survey data was collected in September 2013 while the platform data analyzed and Mobile Ad Effectiveness Benchmark results were from Q3 2013.

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