Google’s Insights on the Mobile Shopper
Google turns to Verto Analytics to understand insights about mobile shopping
Understanding the Mobile Shopping Journey
Online shopping is a near ubiquitous activity, with 96% of American adults shopping online each month (source: Verto data, Dec. 2017). But how does the consumer journey play out on mobile?
Google knows more than most about the importance of mobile in the consumer shopping experience. Their research team was looking for new and compelling insights to share with their clients about the consumer shopping experience, to help them develop strategies and experiences that are mobile-first.
Specifically, Google’s team wanted to understand details about the average mobile shopping experience: what are the average number of visits in a shopping experience, which multi-tasking behaviors are present, and how often are consumers transitioning between the mobile site and the app.
The Study and Methodology
When Google contacted Verto Analytics, they were interested in exploring the mindsets and journeys of consumers during their mobile shopping experience. Verto’s methodology, which is based on a single-source panel of users and tracks use across multiple devices, was perfect for the kind of data that Google was looking for.
Since our passive metering technology tracks the cross-device journey, we can accurately see behavior across multiple apps, platforms, and devices. Running a custom study for Google, we were able to go deep and address their questions.
The average mobile shopping experience includes
The results, highlighted in AdWeek, showed that both apps and the mobile site are critical parts of the online journey. “Google and Verto’s Mobile Shopping Journey study found the average mobile shopping experience includes at least six visits to an app or mobile site and the use of at least three categories like search, shopping or social.
And 46 percent of mobile shopping includes at least one transition between the mobile site and the app.” This holistic view, which dives deep into multi-tasking behavior, is a helpful component for Google to consult their client base.