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.

Mobile Search Micro-Moments

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

Google/Purchased
Mobile Search
42%

of all mobile brand experiences involve search.

Google/Purchased
Mobile

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
Google/Purchased
Mobile
78%

of mobile brand experiences are described as positive.

Google/Purchased
Mobile

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

Google/Purchased
Mobile
89%

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

Google/Purchased
Mobile Retail Micro-Moments

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.

Google/Purchased
Mobile

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

Google/Purchased
Mobile Retail Micro-Moments

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.

Google/Purchased
Mobile Retail Micro-Moments
46%

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

Google/Purchased
Mobile

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

Google/Purchased
Mobile Search

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.

Google/Purchased
Mobile Search
35%

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

Google/Purchased
Mobile Search

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

Google Data