5.1.13 xAd Mobile Stat of the Day: Identifying Preferred Research Channels

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According to our newly released Mobile Path to Purchase findings, smartphones are an essential research channel and often accompany the activities conducted via Online/PC. While desktop remains a …

According to our newly released Mobile Path to Purchase findings, smartphones are an essential research channel and often accompany the activities conducted via Online/PC. While desktop remains a major factor in driving user decisions, when interacting within certain verticals - such as Gas & Convenience - smartphones become the dominant research channel. This is largely due to the importance of location and urgency related to the vertical.

Afterall, what's convenient about searching for your nearest gas station, or 7-Eleven store before even leaving your house, realizing the tank is empty, or getting a Slurpee craving?

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  • 1. PREFERRED CHANNEL FOR MOBILERESEARCH BY VERTICAL% of respondentsSource: xAd/Telmetrics Mobile Path to Purchase Study 201367%26% 27%19%20%56% 54% 65%6% 11% 10% 7%3% 3% 4% 6%2% 2% 1% 1%1% 2% 3% 1%Gas/Convenience Banking & Finance Retail InsuranceMobile Phone Online/PC Tablet Television Yellow Pages NewspaperOnline/PC remains an important research channel along the MobilePath to Purchase within most verticals, but 67% of mobile users prefer toconduct research related to Gas & Convenience from their smartphone– a factor of on-the-go, location-based convenience