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Report: Mobile Ads Drove 80 Percent Increase In Store Visits Within 24 Hours

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Between smartphones and tablets, mobile devices now play a larger role in product and brand discovery than laptops. According to a new “Mobile Audience Insights Report” from NinthDecimal 54 percent of consumers in 2014 “shopped on a mobile device over a laptop before making a purchase” and 34 percent “preferred to use a smartphone over a tablet or laptop.”

54 percent of consumers in 2014 “shopped on a mobile device over a laptop before making a purchase”

In the context of the waves of data coming out, these findings, which are a mix of behavioral and survey data, shouldn’t surprise anyone. However it remains the case that mobile marketing efforts (and budgets) still don’t reflect the reality of consumer behavior in the market.

In terms of cross-device shopping and buying, NinthDecimal found that the share of mobile commerce purchases grew at the expense of in-store buying, while the PC share remained flat. One interesting thing to understand, not published in the report, would be the location of these mobile buys (was there a pattern? did they occur at home, in stores, elsewhere?).

9th Decimal report

In addition, NinthDecimal found that in-store visits increased 80 percent within 24 hours of mobile ad exposure and stayed above average store-visitation benchmarks for the following six days. We don’t know much about the specific ad creative generating these visits. It appears however that they’re mostly offer-based ads (see bottom chart below).

One of the most interesting sets of findings in the report involves an analysis of ad performance in relation to store proximity. Here it appears performance is measured by CTR, which is a questionable mobile metric for ultimate performance. Nonetheless it can be a directional indicator of intent.

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