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First Look Advertisers May Want to Go Mobile for ‘Back to School’ CampaignsAhead of the weekend, MAW was privy to an advance look at new data from Retale, a location-based mobile advertising platform for retailers and brands, which just minted its third annual “Back-to-School Mobile Shopper Report.”

The report is a commissioned survey that takes a deep dive into the shopping patterns, tendencies and preferences of parents for the 2016 back-to-school season.

This time around, the study, complete just days ago, focused “specifically on the use of smartphones while shopping.”

So what can be deduce from the data derived from the polling of 1,000 parents with school-aged children grades K-12? Advertisers can and should go mobile with any marketing campaigns intended for moms and dads in this category.

“When asked whether or not they would use a smartphone to help them as they shopped for back-to-school items, 85% said “yes” while just 15% said “no.” In Retale’s 2015 Back-to-School Mobile Shopper Report, 78% of parents said they would use smartphones to help shop during back-to-school season.”

“The use of mobile to help with back-to-school shopping has risen nearly 10 percentage points year-over-year, according to our data,” said Pat Dermody, President of Retale. “It’s clear that the omnichannel customer journey continues to define the way most people approach their purchases, and people continue to discover the advantages of leveraging mobile in their shopping.”

Breaking down the data further, here’s what the Retale team tells us.

Among the 85% of parents who use smartphones to help shop for items, the most common mobile shopping activities are: comparing prices (65%), searching for coupons/deals (62%), creating shopping lists (53%), checking store hours (52%), researching products (49%), accessing saved coupons (48%), finding nearby store locations (48%), checking product reviews (43%), and buying directly from the device (42%). Buying directly from their device increased five percentage points from 2015 (37%) – the biggest jump among preferred mobile activities.

To review the full Retale Back-to-School Mobile Shopper Report, click here.

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