U.K.-Wide Study Reveals the Rising Influence of Mobile in Retail

  • 60% of smartphone owners buy products on their mobile phones
  • 47% buy products they’ve seen in store on mobile
  • 40% use mobile couponing services
  • Report also covers drive-to-store campaign case study

Timed to the push as retailers both in the U.S. and Europe prepare for the impact of Black Friday and the upcoming Christmas madness, adsquare, the Audience Management Platform for mobile programmatic advertising, has released the results of its latest consumer survey, providing brands and businesses key insights around the role and significance of mobile for the retail industry.

The findings detail how retail consumers are using their smarphones, underlining the critical importance of understanding mobile shopping behavior during a period that has spread from the U.S. to become one of the most important shopping events across the world, and especially in Europe. Last year Black Friday and Cyber Monday drove $3.7 billion in sales in the U.S., and more than $1.3 billion (£800 million) in the U.K. This year mobile sales are expected to drive an even larger share of sales, after accounting for more than a fifth of online sales for Cyber Monday last year.

Among the key findings:

  • 60% of smartphone owners buy products on their mobile phones
  • 47% buy products they’ve seen in store on mobile
  • 48% use mobile to navigate and discover shops
  • 40% use mobile couponing services
  • 35% scan barcodes to obtain more information

"Mobile has become a fundamental part of the consumer shopping experience," says adsquare Director of Marketing & Communications Daniel Rieber. “For brands and businesses, it's not enough to know if and how consumers are transacting using their smartphones. The key to success is to gain insights around context and exactly how, when and where consumers are interacting with brands, looking up product information and making purchase decisions via mobile."

Indeed, the positive impact of mobile on mainstream bricks-and-mortar retailers is driving better business outcomes for retailers that recognize and harness this shift. The adsquare Mobile Audience Radar report features an offline attribution case study showing how one of Germany’s largest consumer electronics retailers increased store visitations and footfall by 49%. This impressive result strengthens the opportunity for retailers that use mobile campaigns to reach shoppers in the right mobile moment.

To give advertisers and agencies the full-control and transparency they need to manage hyper-contextual mobile campaigns, adsquare has recently released its self-service Audience Management Platform. Today the company also announces that it has officially passed the 120 million user milestone. adsquare data is available in seven European countries, with more countries including the U.S. to be added in Q1/2016.

The complete U.K. consumer results are outlined in the latest Mobile Audience Radar, which is available from today for free download on the company website.

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About adsquare
adsquare is the Audience Management Platform for mobile programmatic advertising, providing access to rich data at global scale. Our independent self-service platform gives advertisers and agencies full control to define audience segments and seamlessly activate them via their preferred programmatic buying platform. The real-time data stack enriches billions of bid requests from publishers and global supply partners such as MoPub, Smaato, Nexage or AppNexus and enables them to harness the real value of their users to boost monetization.

adsquare's sophisticated onboarding capabilities enable selected offline, online, and mobile data providers to make their data accessible for all programmatic buying platforms in a secure and transparent way via one single API. Our technology divides the physical world into a multi-dimensional grid defined by millions of contextual data points and analyzes real-world consumer behavior. The platform's ability to anonymize and analyze consumer data around location, context, and mobile behavior has been awarded the ePrivacyseal, confirming its compliance with strict European privacy laws.

For more information visit http://www.adsquare.com follow @adsquarecom or contact info@adsquare.com

adsquare GmbH
Daniel Rieber, Director Marketing & Communications
Tel.: +49 3302 8189042
Saarbrücker Str. 36
10405 Berlin, Germany