Find out what these three things have in common with consumer behaviour and how businesses could take advantage.
Just the other day I developed a sudden craving for scones whilst watching Planes, Trains and Automobiles. So what, I hear you say. Well, it wasn’t the fact that I wanted one of these calorific treats, it was the journey from thinking it to eating one which carries the real business lesson here.
Before I rushed out of the door, I carried out some research on the nutritional content of a scone (yep, I’m one of those guys). However, according to Google, I’m not the only person who does this. The search engine giant found that 82% of consumers turn to their phone to influence a purchase. In business terms, that’s potentially millions of people researching a product or service that you offer before they act.
And then there’s the journey to the supermarket. As my friend drove me there, I received a business SMS from a well-known retail company. What did I do? I read it. Research conducted for our latest white paper, Mobile marketing for small and medium sized businesses, found that 50% of people have read a business SMS while they’re a passenger in a car.
Which leads me on nicely to my next point of the story. When I was pacing around my local supermarket looking for the bakery section, I received yet another text – this time from a friend. No prizes for guessing what I did next! You see, research found that 48% of us have read a text message while shopping.
What does this mean for your business?
It’s simple really; magnitude and opportunity. Just think, I turned to my phone on three separate occasions in the space of an hour. That’s three more times than I checked my emails and social media. Whether you’re researching the calories in a scone, or reading a text on the go, there’s no escaping the fact that the UK has a smartphone addiction. It’s because of this exact reason that businesses have a real opportunity to tap into these consumer behaviours.
On average, a young person spends five hours a day on their device, while 98% of business SMS are opened. Pair these factors together, and it’s clear to see that mobile communications offer you the ultimate platform to reach your audience. And if you don’t believe me, I suggest you grab yourself a delicious scone and take a gander at the infographic below…