Mobile smartphones for today’s consumers are what Swiss Army Knives have long been for outdoorsmen—a multi-functional tool, whose features are used both for utility and for enjoyment. And while the everyday battles of urban survival may seem trivial, smartphone users’ behaviors continue to suggest that mobile applications play a significant role in the day-to-day bustle. From playing the latest trending games and watching hot off-the-press videos, to deep dive comparison-shopping, mobile users engage with and consume content in a number of ways.
Last month, a survey of Generation C mobile users conducted by RadiumOne found new insights into the ways that consumers are responding to and interacting with mobile advertisements.
Research highlights include:
47% of respondents indicated they have clicked on a mobile advertisement
55% have made a purchase on their mobile device in the last 6 months
35% have used mobile payments in-store
55% have used their mobile device to comparison shop at least once per week
Mobile has also reinvigorated the sharing of coupons and offers with family and friends. When asked how frequently these mobile shoppers share coupons, sales, and promotional offers with their direct social networks and family members, just shy... Read more