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Study: Mobile impacts path to purchase


San Francisco - Mobile is increasingly influencing all stages along the shopper’s path-to-purchase for CPG items. New research from mobile audience intelligence firm NinthDecimal examines how mobile usage and marketing is transforming how shoppers interact with CPG brands.

One of the most significant findings is the increased influence of mobile advertising, with 70% of consumers trying a new product as a direct result of seeing a mobile ad. In addition, 68% of consumers use their mobile device to discover a CPG brand or product prior to shopping, while 86% use their mobile device to prepare for their grocery shopping and 59% use their mobile device while grocery shopping.

Mobile ads have also proven more effective in 2014, driving a 75% lift in store visits compared to the control audience that did not see the ad, a 36% lift from 2013 drive-to-retail campaigns.

The study also shows that 86% of shoppers now use mobile devices to plan their shopping trips, revealing an opportunity for CPG brands to engage and influence their audience before they arrive at the store. Fifty-nine percent of consumers use their mobile devices for their shopping list, and 69% prefer to use mobile devices to find, save and redeem coupons – a 25% increase from 2013.

Mobile’s influence on CPG shoppers extends beyond the planning phase with a majority of consumers (59%) using their mobile while shopping – a 16% increase from 2013. The top three in-store interactions include reviewing shopping lists (42%), searching for promotions or discounts (37%) and browsing recipes (35%). The two most active groups, moms and Millennials, shared an increase over the general population in the same in-store engagements with more than 50% reviewing shopping lists, and 67% of moms searching for discounts or promotions. In addition, 69% of shoppers redeemed coupons via their mobile device, and 58% of consumers reported downloading a grocery store app, a 16% increase over 2013.

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