The path to purchase increasingly begins on a smartphone. Shouldn’t the path to consumer insights start there as well?
Fresh evidence about the smartphone’s rising importance to shoppers comes from Google, which recently analyzed searches related to back-to-school shopping. As reported by MediaPost’s SearchMarketing Daily, Google found that shoppers carried out 60% of those searches on mobile devices during July – up 35% from July, 2015.
What’s more, 85% of views for back-to-school shopping videos posted by retailers such as Target took place on mobile devices.
At stake: $75.8 billion in expected back-to-school buying.
Let’s briefly follow the logical path this suggests for market research.
- Market research is concerned with discovering what consumers think, feel and do.
- Therefore it behooves research professionals to approach consumers where they most frequently do this thinking, feeling and doing.
- Consumers increasingly are doing their primary thinking, feeling and doing while looking at their smartphone screens.
- Therefore – well, the conclusion is inescapable, don’t you think?
The only question remaining is how best to accomplish mobile research.
What’s crucial to know is that it is not a commodity. One mobile approach is not as good as the next. So researchers need to do some shopping of their own.
Take a hint from those millions of back-to-school shoppers. Google “mobile research.” Skip the paid, “sponsored” links at the top, look at the natural search results, and see what you find.