More than a half (51%) of customers say they would buy an item as a result of seeing a purchase-related ad on a retailer’s app, says a new study by Google.
According to Google’s new study produced by Ipsos MORI, 92% of UK mobile users own an app, with 49% of them saying that seeing an ad on these platforms "gave them a good feeling about the brand." The same goes for 48% of mobile website visitors and 34% of desktop users.
Some 3,539 online interviews with PC, laptop, smartphone and tablet UK adult owners gathered a total of 7,043 responses from tested ads.
When it comes to forging shoppers’ loyalty, 50% of all surveyed clientele say that seeing an ad would make them "interact" with a retailer in the future, with 39% of PC users say they would do so too.
Whereas, 51% smartphone owners report that they would go as far as purchasing an item in comparison to 41% of PC owners, with 39% of all study’s participants say that they have bought a product/service in the past, except 23% of PC users.
A Google’s spokesperson comments: “People are using smartphones and apps all day long, especially during their leisure time while they’re relaxing or watching TV, in contrast with PCs and laptops which are generally used within working hours."
"Creating close connections with target audiences is important for brands because it drives consideration and this new research has shown that people can feel a greater affinity with brands they view on their smartphones. These findings challenge the perception that ads in mobile apps are disruptive and ineffective. When done right, ads in apps deliver a unique impact.”
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