Mobile devices connect shoppers to the internet from virtually anywhere, and marketers strengthen consumer connections when they understand the story behind usage data.

What is the Role of Mobile Devices in the Consumer Journey?

Mobile devices play a pivotal role in the consumer journey, and have changed the way people shop. A survey of U.S. mobile device owners in 2019 found 51 percent of respondents had purchased something using a mobile device, and 57 percent of respondents said they had used a mobile retail app to look for more information about a product or a service. 

As the digital landscape continues to evolve, mobile usage data explains the consumer journey, and gives marketers insights to create a seamless online and in-store experience for their customers.

Why Should Marketers Analyze Mobile Usage Data?

The digital landscape is evolving, and mobile usage data provides an objective snapshot of consumer behavior before, during and after a purchase. Understanding the consumer journey for a specific product or service gives marketers actionable insights to improve the customer experience, differentiate their digital marketing strategies, and ultimately can increase conversion rates. 

Technological advancements and new mobile devices are creating a virtual explosion of mobile usage data. According to telecom industry analysts, global mobile data traffic is growing at an annual rate of 46 percent, with mobile devices generating about half of global website traffic. 

Smartphones have seen a meteoric rise in usage since 2010, and are currently the primary portal to the internet for most people. However, the roll out of the fifth generation (5G) telecommunications network is expected to open the floodgates for more mobile technology by 2023. Voice-activated shopping, social commerce, connected cars and wearable devices are already shaping online searches and eCommerce. 

What Does the Consumer Journey Look Like? 

As eCommerce and technology evolve, shopping behavior is also changing. Mobile devices bring the online universe to consumers’ fingertips virtually everywhere they go, and give people a voice to express opinions, share experiences and influence others through social media posts and online ratings. 

People say they want a seamless experience between the physical and digital marketplace. However, multiple studies show the consumer path to purchase is logical, but rarely linear. People jump around and visit (and revisit) different websites, mobile apps and social media sites multiple times a day, from various physical locations and devices. 

Creating fluidity between the digital and physical marketplace is the currency of future eCommerce according to Ipsos. Most consumers are well-informed before they make a purchase.  They visit multiple websites and apps to read product reviews and ratings, check prices and search for product availability. After making a purchase, people who are delighted or disappointed with their experience are likely to post ratings and reviews on retail websites and social media, which influences other shoppers. 

How Do People Use Mobile Devices to Shop?

A recent eCommerce report indicates smartphones are currently the go-to-device to research a product or service, and laptops and desktops are the device of choice to complete an online purchase. Conversion rates on mobile devices are 47 percent below the levels achieved on a laptop or desktop. A Google/Ipsos survey of smartphone users found: 

Positive Online Experiences Attract New Consumers 

  • 75 percent of shoppers said they were more likely to visit a store if they discovered local information online about product availability, store location, hours of operation and favorable pricing at a nearby retail location
  • 60 percent of shoppers want to talk to a real person if they have a question or concern, and have contacted a business directly using search results, such as the ‘click to call” option
  • 59 percent of shoppers surveyed said being able to shop on a mobile device is important when deciding which brand or retailer to buy from 
  • 56 percent of shoppers said they had used their smartphone browser in a store to compare prices, ratings and reviews for a product 

Personalization and Interaction Build Stronger with Existing Consumers

  • 79 percent of shoppers are more likely to purchase from companies whose mobile sites or apps offer discounts or promotions on items they may be interested in based on a previous purchase
  • 63 percent of shoppers are more likely to purchase from companies whose mobile sites or apps offer relevant recommendations on products they may be interested in
  • 51 percent of shoppers are more likely to use a company or brand’s mobile app when browsing or shopping on a smartphone because they can get rewards or points
  • 50 percent of in-store shoppers are more likely to use a company or brand’s mobile site when browsing or shopping because they do not want to wait to download an app 

How Do Consumer Insights Add Value to Digital Marketing? 

People spend 70 percent of their time connected to mobile devices, and share a wealth of information through their online engagements. Analysis of this data provides consumer intelligence that enables marketers to tailor strategies and create positive mobile experiences to reach the right people, at the ideal time and place.

While there are no doubt many opinions on the topic of mobile usage data collection and distribution, the value of information collected is tough to dispute. And, this method of collecting data is likely to continue rising given the overwhelming use of mobile devices.

There are no cookie cutter solutions to marketing challenges, and the business intelligence gained through analysis of quantitative and qualitative data provides actionable insights about actual customer behaviors, decisions, opinions and  motivations.

Insights In Marketing is the marketing research firm that delivers in-depth and actionable insights so you can have every confidence your decisions are inspired by the consumer voice. Our team has decades of client and supplier side research experience, and our marketing expertise spans across various industries and consumer segments.

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