Convenience & Mobile Ads rank as Top Drivers of Mobile Phone Shopping Activities.

The IAB Mobile Marketing Center of Excellence today released “The IAB Mobile Phone Shopping Diaries,” research that unveils that 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. This study was conducted by On Device Research, gathering smartphone and feature phone users to create detailed “day in the life” diaries of their mobile phone shopping behavior, followed by participation in an in-depth survey.

When it comes to perceptions about mobile advertising, the majority of respondents (70%) agreed that mobile advertising is a welcome personal invitation from brands, rather than an “invasion.” In addition, half (51%) of those same respondents said they want the mobile ads they click on to allow them to browse the brand or company’s broader product offerings.

“Mobile commerce holds tremendous opportunities for brand marketers,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “The fact that mobile ads are key handset shopping motivators means that digital advertising can be a powerful force in driving this new wave of commerce. Now is the time for the ecosystem to take advantage of this trend, leveraging the platform to its fullest by creating better and more engaging ad experiences that speak to the mobile phone user.”

Linking digital marketing to brick-and-mortar shopping, “The IAB Mobile Phone Shopping Diaries” also offers a snapshot of how mobile users employ their devices during the shopping process:

Finding product information (28%)

Finding store locations (18%)

Comparing prices (12%)

Purchasing digital content, such as apps (9%)

Purchasing other items, such as physical items and tickets (5%)

Location is also an important factor. Perhaps surprising for mobile phone users, 47 percent of mobile phone shopping actions actually take place in the home, while 29 percent happen on-the-go, and 10 percent occur at work. Searching for products seems to be the main focus while consumers are home (57%), while searching for a store location is the primary usage while out and about (49%). Additionally, 49 percent of home mobile phone shopping actions take place while the user is watching television.

Timing is a consideration as well, with consumers beginning commerce activities on their commute, starting in the early morning, continuing through the day and peaking in late afternoon/early evening.

For more information at http://www.iab.net>