How mobile brand experiences help (or hurt) business results

To better understand how people’s brand experiences can build or damage brand equity, Google partnered with research firm Purchased on a study of more than 2,000 smartphone owners. The result was over 17,000 brand experiences that shed light on how people interact with brands today, and why mobile is critical.

more brand experiences happen on mobile than anywhere else, including TV, in-store, etc.

42%

of all mobile brand experiences involve search.

Over half of all mobile brand experiences are image- or video-based.

Over half of all mobile brand experiences are image- or video-based SVG
78%

of mobile brand experiences are described as positive.

The 3 most common positive descriptors of mobile brand experiences were: easy, helpful, and convenient.

89%

of people are likely to recommend a brand after a positive brand experience on mobile.

Nearly 9 out of 10 times, when people had a helpful or relevant mobile brand experience, they said they would purchase from the brand in the future.

What consumers described as "helpful" interactions with brands on mobile are 1.5X as likely to lead them to purchase as well as recommend that brand, compared to interactions they don't find helpful.

The 3 most common negative descriptors of mobile brand experiences were: neutral, interruptive, and predictive.

When people have a negative brand experience on mobile, they are over 60% less likely to purchase from that brand in the future than if they have a positive experience.

46%

of the time people had an interruptive mobile experience, they said they would not purchase from that brand in the future.

Brand experiences on mobile described as "neutral" are negative drivers of purchase intent and likelihood to recommendation.

When people are actively looking for something on their phones, they're more than 2.3X as likely to make an in-store purchase than if using any other device.

35%

of people who searched on their phone spent more than they expected in the store.

People who click on a Google search ad before heading into a store spend over 10% more, on average.