NEW YORK – With the summer
travel season at its peak and gas prices continuing to fluctuate, mobile is the
go-to search medium for gas and convenience searches according to the ongoing
xAd/Telmetrics 2013 U.S. Mobile Path-to-Purchase Study.
With two out of three “gas
and convenience” searchers using mobile exclusively, the study, conducted by
Nielsen, includes new behavioral data revealing that 85% of search time in this
category is spent on a smartphone with most conducting gas price
comparisons/searches. The gas and convenience category offers one of the
highest mobile conversion rates — nearly 90% — as most mobile users who search
for these services are ultimately making a purchase.
“Mobile is the dominant
media used in this on-the-go category and while searchers are making most
decisions within an hour, they are paying attention to advertising and taking
time to conduct price and location searches,” said Monica Ho, vice president of
marketing for xAd, in a press release. “With the majority of searchers open to
purchase options, advertisers have a strong opportunity to influence mobile gas
and convenience buying decisions.”
With a very high
conversion rate, the number-one reason mobile gas and convenience searchers say
they use their device in this category is to “find a gas and convenience
business to purchase from.” More than half of smartphone searchers plan to make
a purchase within the hour and 88% of those smartphone and tablet purchases
will be made the same day. While these are relatively quick decisions, gas and
convenience searchers spend an average of 6 minutes per mobile search session —
50% longer than the average Retail mobile search session. Advertisers have an
opportunity to impact these searchers as 75% of mobile gas and convenience searchers
notice ads and only 10% have a specific brand or business location in mind.
Mobile consumers prefer gas
and convenience apps versus websites, as app reach and engagement levels are
the highest among the categories studied this year. Half (49%) of gas and convenience
smartphone searchers use apps exclusively and, according to behavioral data,
overall mobile searchers are spending 97% of their Gas & Convenience search
time in apps. Comparison sites/apps, such as GasBuddy.com, are the most
commonly used among 52% of mobile searchers as price and location are key
search factors.
“With some of the heaviest
app usage and highest conversion rates we’ve seen in our Mobile
Path-to-Purchase research series, it is important that gas and convenience advertisers
work with marketing providers that ensure their businesses can be found in apps
in addition to mobile sites,” said Bill Dinan, president of Telmetrics.
“Advertisers have a chance to drive more purchases by ensuring their mobile
presence is optimized with location and pricing info.”