A new study from ExactTarget shows that more consumers are making purchases using their smartphones, tablets and other mobile devices. This suggests that marketers creating branded content and promotions should remember to cater to mobile audiences.
In a survey of U.S. smartphone owners, the marketing solutions firm found that 16 percent of respondents have been inspired to make a purchase as a direct result of mobile marketing, such as mobile email, text alerts or a mobile coupon.
The report noted that more than half of those respondents have completed purchases directly on their mobiles devices. Comparatively, 43 percent completed the purchase on a computer, while 35 percent visited a physical store.
Jeff Rohrs, vice president of ExactTarget's marketing and research group, described the current state of mobile technology as a “watershed moment for marketers.”
“Rapid smartphone adoption is transforming how consumers interact with brands and connect to the world,” he said in a press release.
ExactTarget's study, and others like it, suggests that companies can leverage the growth of mobile devices to bolster marketing campaigns and improve business. Many marketers already seem to recognize this, as Brafton reported that a recent forecast from BIA/Kelsey projected mobile ad spending to top $4 billion by 2015.
