Online purchase, in-store purchase, purchase from a mobile, search for additional information … Nielsen law firm recently looked at actions generated by mobile advertising.
The study, conducted in the United States, Italy, Germany and the United Kingdom, identified a total of 6 different practices:
- Online purchase from a PC
- Instore purchase
- Online purchase from the smartphone (or tablet) used
- Research additional information
- Watch the full ad to find out more
- Use of a discount coupon offered in advertising
While the study distinguishes between mobile advertising consumed on a tablet or from a smartphone, the results between the two media differ little. In fact, the majority of users surveyed opt more for an online purchase from their PC after seeing a mobile advertisement. Thus, only a small minority of those questioned makes a purchase directly from their smartphone or tablet, particularly in the United States, where this practice only concerns 4% of tablet users and 8% of smartphone users. Many respondents also watch the entire ad or do additional research to learn more about the product or service in question.