Businesses prepare as consumers increasingly shop with smartphones

Mobile Marketing Statistics

Mobile Marketing Statistics
Over the next few years, Google will be leading a dramatic change in the way that data is integrated across offline purchasing behavior as a result of online marketing efforts.

As technologies such as near field communication (NFC) chips have become available in mobile phone powered by Android, new products such as Google Wallet have become possible. Google may also choose to follow in the footsteps of other startups such as Punchd, Shopkick, Placecast and Foursquare.

Forrester Research is indicating that the web is currently driving five times its measurable value. That said, what it was able to predict in its US Online Retail Forecast, 2010 to 2015 report was that there would be a 5:1 ratio of web-influenced retail sales to sales made online. As the research firm currently measures about $200 billion in annual online retail sales, this indicates that offline retail sales that are influenced by marketing online make up approximately a trillion dollars.

The implications of this run deeply not only for Google, but for all online marketers. And now, with the skyrocketing growth of mobile web, it is expected that they will carry over to them, as well.

Furthermore, while it has been virtually impossible to track all of the transitions between offline and online with traditional web marketing, the tracking of mobile transitions allows for a much larger percentage to be tracked. For example, by offering customers loyalty card apps, mobile optimized shopping websites, and other mobile tools, consumers are making their mobile devices a part of their shopping experience on an increasing basis.

A Google study performed by an independent market research firm, Ipsos OTX MediaCT:

• 79 percent of smartphone users use their device for activities related to shopping.
• 74 percent of smartphone shoppers will actually make some kind of purchase, whether it be through the device, in the store, or online.
• 70 percent of smartphone users will use their device within a store.

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