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Know Thy Mobile Customer

Posted on 5.25.2016

Knowing the mobile habits and preferences of an audience puts brands in a greater position to provide an engaging and useful experience. The problem is that most enterprises don't know the first thing about their prospects or customers, so efforts at optimization end up going nowhere. 

Mobile marketing cloud technology provider SessionM just released results from a recent study which shows that mobile is now the most popular way of researching products, with 53 percent of consumers using the mobile Web, and 20 percent researching products in-app before purchasing them. If that's not enough incentive to start concentrating on mobile, then nothing the experts say will likely convince you otherwise. And that's too bad because many of those consumers have also made purchases via their smartphone in the last 30 days, with 33 percent reporting one to three purchases, and 30 percent reporting four or more mobile purchases in that time span. An additional 29.6 percent of consumers have made at least four mobile purchases in that time span. 

Where the data really start to get interesting is as it relates to push notifications. SessionM found that nearly half of consumers actively want to receive push notifications from their favorite brands and one in three has made a purchase as a result of receiving one.

Consumers' use of branded apps was also a focus of the study. SessionM found that two-thirds of consumers have branded apps on their smartphone, and one in ten has 10-plus branded apps.

The study also found that personalization goes a long way when it comes to consumers’ advertising preferences. In fact, one in six consumers (17.4 percent) is open to seeing ads when the advertised product is relevant to them. One in eight (12.2 percent) are open to ads when they come from a company the consumer likes or trusts.

“The way consumers interact and engage with brands on mobile is constantly evolving,” said Lars Albright, co-founder and CEO of SessionM. “Now that mobile is the #1 way consumers are researching products and a more common channel for making purchases, brands need to be thinking about how they can stay ahead of the game. Being on mobile isn’t enough – companies need to be strategic with tactics like personalization and technologies like push notifications in order to be successful.”

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