White paper shows advertisers are missing major opportunities to connect with mobile shoppers---and how to reshape their strategies for greater success.
Online consumers now spend 51% of their shopping time on mobile devices, but most advertisers aren’t capitalizing on that shift in buying behavior, according to “The Mobile Opportunity Gap,” a new white paper by image-mobile-study-bikeguy-230Yahoo and Kenshoo. The primary problem is that most mobile marketing strategies are out of step with what mobile users want.
“Most advertisers are taking a PC-minded approach that’s just not working with mobile,” says Yahoo Mobile Account Executive Tom Giovingo. “The white paper makes it clear that there has to be a completely different thought process with mobile, and it shows how they can align their mobile strategies to really connect with consumers.”
On the panel, Ned Brody shared key insights and perspectives on recent activity at Yahoo including:
Some examples of the mobile opportunity gap from the white paper:
- ▪ Mobile fuels online shopping: 26% of smartphone users and 35% of tablet users say mobile devices make them shop more—but 19% of smartphone shoppers aren’t comfortable buying on the device.
- ▪ Cross-screen is key to success: 88% of smartphone users and 82% of tablet users say they use PCs as part of their shopping process—but most advertisers aren’t telling a seamless story across screens.
- ▪ Mobile is big in search: 75% of consumers search on their mobile devices for purchase-related information—but only 15% of advertisers customize search ad copy by device.
Check out the white paper for a deeper analysis of mobile consumer behavior, questions to help you identify possible gaps in your mobile strategy, and key actions to get your mobile advertising in synch with customer desires. For more information, click here to reach Yahoo via email, call (866) 747-7327, or contact your Yahoo Account Manager.