New Mobile Measurement Solutions from Millward Brown Digital Fill In Marketers’ Blind Spots
Expanded offering connects multi-screen path-to-purchase insights with market-leading advertising effectiveness offer to help marketers get mobile right
Boston, MA, October 24, 2013 — Millward Brown Digital, the world’s leading digital expert in helping clients grow great brands, today launched behavior-based mobile intelligence solutions to provide new visibility into U.S. mobile consumers and their path to purchase.
With the new insights on how people use mobile devices while shopping, Millward Brown Digital extends its expertise along the path to purchase – from how to reach consumers, to what advertising and messaging works across platforms, and now how they buy using their mobile phones.
New U.S. data from Millward Brown Digital highlights the importance of mobile touchpoints:
- 40 percent of mobile consumers who are in-market for a new product use their smartphones and/or tablets to research their purchases;
- It’s not just retail show-rooming, 60 percent of mobile consumers conduct research via mobile in their “home-rooms”; and
- Retailers should anticipate an average of six visits from prospective consumers to their mobile sites during their purchase path, 50 percent more than PC-based consumers.
“Mobile is simultaneously a top-priority and a blind spot for virtually everyone in the marketing ecosystem,” said Stephen DiMarco, Chief Marketing Officer and Chief Client Officer at Millward Brown Digital. “With the launch of our new mobile intelligence solutions, we are providing the most complete picture of PC and mobile consumer behaviors and multi-screen marketing effectiveness.”
The new mobile intelligence solutions expand on Millward Brown Digital’s mobile advertising effectiveness services and include:
- Mobile Audience Profiles: new insights into attitudes and behaviors of consumer segments on and across mobile devices;
- Mobile Path-to-Purchase Studies: new understanding of how consumers research and shop for new products and the mobile touchpoints that influence them; and
- Mobile Channel Effectiveness: competitive benchmarking and category-specific insights into consumer interactions with mobile websites and apps.
These solutions aggregate and analyze mobile behaviors drawn from a panel of U.S. consumers and breakdown mobile traffic originating from browsers versus apps, as well as smartphones versus tablets. The solutions integrate seamlessly with Millward Brown Digital’s existing PC-based behavioral intelligence and campaign effectiveness services to create a complete two-screen picture of consumer insights and marketing impact.
Multi-screen shopping is altering consumers’ path to purchase
Consumers who use mobile devices to research purchases visit retailer sites more frequently than those who use PCs alone. According to research from Millward Brown Digital, mobile visitors engage with top retailers twice as often as PC visitors (on average, 6.2 times per month vs. 2.9 times per month). For brands looking to master mobile purchase opportunities this means they have twice as many opportunities to convert individuals – or lose them to a more effective rival – on a mobile device.
Mobile consumers interact with more touchpoints along their path to purchase
Mobile shoppers interact with more touchpoints more intensively when shopping. Smartphone users, and to a lesser degree consumers using tablets, engage with search engines and social media sites more than pure PC users. The use of social sites during the shopping process reveals the inextricable link between mobile and social usage, and the need for marketers to approach planning in an integrated manner.
Reaching consumers with mobile devices: it’s not all show-rooming
Mobile tablet users who are shopping for a new product are nearly twice as likely to go online from homes, while smartphone users are likely to turn to their devices while they are in a retail environment and/or while they have downtime. This reinforces the need for different mobile strategies – differing mobile usage behaviors show that context is more important than a one-size-fits-all strategy.
“These new data show that gaining a more complete view into mobile attitudes and behaviors is absolutely critical to getting mobile right,” continued DiMarco. “By filling in the historical measurement blind spots, brands can now avoid missteps and ensure mobile complements the overall brand building mix.”
For more information on Mobile Insights Solution, please visit us here.
About Millward Brown Digital
In the U.S., Millward Brown Digital delivers comprehensive digital solutions to help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth. The unit combines Compete’s consumer, channel and market intelligence solutions – supported by the largest behavioral panel in the industry – with Dynamic Logic’s market-leading advertising and campaign effectiveness offering. Insights from the division helps marketers increase media efficiency and optimize campaign effectiveness, expand sales and market share for their brands across all channels, and enhance total brand performance. Millward Brown Digital is part of Kantar, WPPs data investment management division.
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