Mobile searchers need fuel to keep them on the go, and data released today from Telmetrics and xAd's Mobile Path-to-Purchase study show the gas and convenience store category dominates when it comes to mobile research leading to conversions.
Ninety percent of all searches on mobile related to gas and convenience stores resulted within a purchase. Of that, 35 percent of smartphone users intend to buy immediately; 66 percent intend to purchase within the hour.
Eighty percent of mobile searchers in this category are looking for gas and convenience within a 5-mile radius. The majority (55 percent) seeks location info and 34 percent look for directions.
Mobile apps are the preferred method of accessing info on gas and convenience; more than half prefer comparison apps and overall, 97 percent of mobile search time is spent in apps, according to the data.
Three out of four say they notice advertisements during their research time on mobile, and Bill Dinan, president of Telmetrics, said these findings present a great opportunity for advertisers and marketers in this category.
"With some of the heaviest app usage and highest conversion rates we've seen in our Mobile Path-to-Purchase research series, it is important that gas and convenience advertisers work with marketing providers that ensure their businesses can be found in apps in addition to mobile sites," Dinan said. "Advertisers have a chance to drive more purchases by ensuring their mobile presence is optimized with location and pricing info."
Image Credit: Telmetrics
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.