How mobile brand experiences help (or hurt) business results

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.

April 2017 Google/Purchased
42

of all mobile brand experiences involve search.

April 2017 Google/Purchased

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
April 2017 Google/Purchased
78

of mobile brand experiences are described as positive.

April 2017 Google/Purchased

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

April 2017 Google/Purchased
89

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

April 2017 Google/Purchased

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.

April 2017 Google/Purchased

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

April 2017 Google/Purchased
46

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

April 2017 Google/Purchased

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

April 2017 Google/Purchased

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.

April 2017 Google/Purchased
35

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

April 2017 Google/Purchased

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

April 2017 Google Data