New study shows mobile advertising a major ‘primer’ for millennials on path to purchase

October 30, 2015 2:54

Mobiles phones are increasingly the key “primer” for introducing consumers to products and helping drive conversion among millennial audiences, a new mobile study finds.

The new qualitative research, by OMD and NewsLifeMedia, charted the mobile usage of some 200 consumers for a fortnight showing that the mobile path to purchase often involves daily research, with evenings a key time of day for consumers aged 20-35 to be researching and looking to purchase.

“This was a window into how the day segmented and how mobile is a primer for generating demand,” Peter Horgan, CEO of OMD, told Mumbrella. “We are making a lot of decisions in the space on the back of claimed data but this allows us to be more confident with budget recommendations across our partners.”

Sheffield

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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1 COMMENTS

Bolat Sagdiyev 2 Nov 15

Could OMD and Newslifemedia assure mumbrella readers that there are no conflict of interest in that study .

Those charts are entirely descriptive statistics on mobile usage behavior and does not show the relationship between mobile usage and sales or demand. Without showing mobile usage driving sale , the scientific belief is that mobile do not drive sales (null hypothesis). Just because a person has a mobile on their bed doesn’t increase their likelihood of purchasing something.

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