- Czech Republic
- Hong Kong
- New Zealand
- Saudi Arabia
- South Africa
- United Arab Emirates
- United Kingdom
- United States
Reach Target Consumers / studies
Marketers need to know how to balance scale with precision – how to get in front of as many of the right customers as possible while still making effective use of their marketing dollars.
As more and more shoppers use their smartphones to research and make purchases, we will see retailers focus on optimizing for the mobile shopping experience. This includes making sure that their business listings come up high and prominently for users. In 2011, Mediative ran an eye-tracking study on user behavior on the mobile device using the free Google Places app on the iphone. Below are some key takeaways from the study:
- Top three positions and social signals like reviews on Google Places perform well on mobile phones. Listings that had at least 3+ star reviews took 41 out of 47 clicks.
- The number of reviews matter too. 29 of the 47 clicks went to listings that had at least four reviews.
- Eye-tracking reveals that while images on the iPhone listings are very small, users would pause on a listing because of the social proof offered by positive reviews, and then look at the image before making a decision to click to see if they are trustworthy. As a result, it's important for businesses to give some special consideration to mobile imagery.
For the first time ever the majority of purchasers does online research before purchasing. The online purchase share shows limited growth for most products, however online research grows strongly and consistently across all countries and products.
- Online purchase mainly grows in travel and media, however online research grows strongly and consistently across all countries and products.
- Online research grows equally strong amongst online and offline purchasers and is consistent amongst countries and products as well.
- Products of higher value show both more online research and more online purchase than lower value products.