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5.2.13 xAd Mobile Stat of the Day: Smartphone User Transactions

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As seen in the general release of our 2013 Mobile Path to Purchase study, smartphones are a major contributing channel in the path to purchase. Smartphone users may rely heavily on their device during the research and decision phase, but ultimately make a purchase offline at a business location.

But this activity is highly dependant on the vertical in focus...

When smartphone users take the step to make a purchase related to Insurance, their activity is almost equally divided between in device, desktop, in person, or phone calls. This demonstrates a variety of personal preferences associated with this often sensitive and importan purchase type. But with NEW Banking & Financial transactions, mobile is an essential medium - with more than half completed directly via smartphone.

Which brings up an interesting shift in mobile users' overall comfort with mobile privacy as well...

Have you opening a new bank account, credit card, etc., via mobile device?

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5.2.13 xAd Mobile Stat of the Day: Smartphone User Transactions

  1. 1. 96%1%1%2%0%0%16% 0%26%13%19%26%78%2%13%7%0% 0%16%9%17%58%0% 0%WHERE DO SMARTPHONEUSERS PURCHASE ?% of respondents – by verticalSource: xAd/Telmetrics Mobile Path to Purchase Study 201368% of Smartphone userstypically make a purchase inperson, yet preferences vary byvertical45% of mobile users finalizeInsurance transactions bycontacting the company oragent directlyWhile more than half of NEWBanking & Finance transactionsare completed directly viaSmartphoneGAS&CONVENIENCERETAILBANKING&FINANCEINSURANCEIn personOnline via PCCalled an 800#By phoneOnline via Mobile DeviceCalled a local agent

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