There is a massive gap between consumers’ multi-screen shopping behaviours and the current state of mobile adoption in retail, according to new research. The study, from Kenshoo and Yahoo, entitled The Mobile Opportunity Gap: An Analysis of Consumer Shopping Behaviour and Multi-Device Advertiser Strategy” features previously unreleased findings from a survey of 359 global search […]
There is a massive gap between consumers’ multi-screen shopping behaviours and the current state of mobile adoption in retail, according to new research.
The study, from Kenshoo and Yahoo, entitled The Mobile Opportunity Gap: An Analysis of Consumer Shopping Behaviour and Multi-Device Advertiser Strategy” features previously unreleased findings from a survey of 359 global search marketing professionals from both in-house marketing teams and agencies.
Key findings include:
• 19% of marketers feel their organisations are far behind consumer trends, and only 16.5% feel they are well head of consumer trends
• 83% of marketers feel that consumers are using mobile search more when shopping than a year ago
• Although paid search can benefit from a dedicated approach to mobile, only:
o 7% take a very different approach to developing keyword lists by device
o 15% take a very different approach to writing ad copy by device
o 35% take a very different approach to bid strategies by device
The full report is available at http://www.kenshoo.com/Mobile-Opportunity-Gap/ (registration required)
