Brafton has reported that m-commerce is on the rise, and a new study from Nielsen and Yahoo indicates that marketers who invest in quality content for small screens could see big results. The Mobile Shopping Framework report suggests that mobile shoppers are increasingly ready to take the plunge and purchase on the go, and content is king when it comes to informing mobile users' buying decisions.
The study found that between 10 and 23 percent of the U.S. online population uses mobile devices to find shopping information, and within the next year these numbers will jump to 40 to 70 percent. Plus, 43 percent have made transactions via their devices.
While mobile marketing content plays a big role in shoppers' day-to-day activities, two-thirds of them want to see improvements in mobile offerings and messages.
Marketers will be pleased to learn that mobile users show high levels of engagement with mobile advertisements. This is consistent with Brafton's earlier report that consumers value mobile ads. But brands should take note that informative and factual content is most appreciated by on-the-go shoppers. With this in mind, marketers might find offering custom content that enlightens consumers about the latest developments in an industry is more effective than highly promotional content.
The study found that the majority of consumers use their phones to keep up-to-date on news or deals across industries. (It seems on-the-go shoppers are particularly interested in auto news, with two-thirds of respondents saying they intend to use their phones to keep abreast of auto developments this year.)
Marketers should also consider that mobile website content is becoming increasingly important because users are turning to their mobile devices to search the web even when their PCs are accessible. The Mobile Shopping Framework report reveals that 89 percent of mobile subscribers use their devices to find information while they are at home because of the speed and convenience of mobile search. This supports Brafton's earlier reports that mobile internet usage is poised to surpass PC web use.
