Convenience, Mobility Drive Shopping Via Smartphones, But Best Deal Trumps All

Some 70% of consumers perceive mobile advertising on their phones as a welcome personal invitation from brands rather than an “invasion,” and more than half of them want to be able to click through to a company’s website. According to the Interactive Advertising Bureau Marketing Center for Excellence just-released report called “The IAB Mobile Phone Shopping Diaries,” mobile advertising is a key driver of smartphone and feature phone shopping. This is second only to convenience, with survey participants agreeing that the proximity and capabilities of their mobile phone often make it “the easiest way” to carry out a particular shopping activity. (more…)