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Study: Mobile dominates gas and convenience searches


New York -- Two-thirds of gas and convenience mobiles searches use mobile devices exclusively, according to survey results by xAd/Telmetrics.

The 2013 U.S. Mobile Path-to-Purchase Study, conducted by Nielsen, revealed that 85% of search time in the gas and convenience category is spent on a smartphone, with most conducting gas price comparisons/searches.

The category also offers one of the highest mobile conversion rates — nearly 90% — as most mobile users who search for these services are ultimately making a purchase.

"Mobile is the dominant media used in this on-the-go category and while searchers are making most decisions within an hour, they are paying attention to advertising and taking time to conduct price and location searches," said Monica Ho, VP marketing, xAd. "With the majority of searchers open to purchase options, advertisers have a strong opportunity to influence mobile gas and convenience buying decisions."

With a very high conversion rate, the number one reason mobile gas and convenience searchers say they use their device in this category is to locate a business to purchase from. More than half of smartphone searchers plan to make a purchase within the hour and 88% of those smartphone and tablet purchases will be made the same day.

While these are relatively quick decisions, gas and convenience searchers spend an average of six minutes per mobile search session – 50% longer than the average retail mobile search session. Three quarters of gas and convenience searchers notice ads and only 10% have a specific brand or business location in mind.

The survey also found that mobile consumers prefer gas and convenience apps versus websites, as app reach and engagement levels are the highest among the categories studied this year (Retail, Banking & Finance and Insurance). Half (49%) of gas and convenience smartphone searchers use apps exclusively and, according to behavioral data, overall mobile searchers are spending 97% of their gas and convenience search time in apps.

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