Mobile: All the Information, All the Time

The explosive use of smartphones has completely changed not only the ways in which brands reach and communicate with their target consumers, but also how consumers gather information on the move. The reliance on smartphones to seek information is expected to keep on growing with nearly three quarters of the world expected to use just their smartphones to access the internet by 2025. Users now have access to a mind-boggling amount of information in their hands 24/7.

This has greatly affected the standard consumer decision making process (see below). Whilst smartly targeted mobile ads can very effectively bring about need recognition, it is the stages where consumers search for information and evaluate alternatives that mobile devices have disrupted most.

When looking at medium-level involvement decisions, such as selecting a restaurant to dine at or purchasing clothing, smartphones allow consumers to make an informed decision whilst on the move.

Rather than peering through windows or relying on word of mouth, consumers are turning to their phones to gather their information about where to dine. As seen below, the search term ‘best restaurants near me’ has seen staggering growth in the past few months alone, indicating that this behaviour is becoming much more common.

When trying on a shirt in a retail store it’s simple for consumers to check prices of the same item at a different store. If they’ve found it at a cheaper price, chances are the consumer will purchase it from the alternative store instead.

But what about high-involvement decisions? There’s arguably no bigger purchase in a person’s life than their home. This is less of a linear process than the previous two examples, but potential home buyers can access information on their smartphones throughout the entire house buying journey. Apps from sites like Realestate.com.au and Domain allow users to gather information about properties for sale, whilst push notifications can inform buyers instantly of new or sold properties, allowing them to keep track of changing market conditions and act quickly. This can create a sense of urgency, as buyers may need to move quicker to secure a property.

Marketers within these industries now face new pressures arise as a result of this new consumer who has all the information, all the time. There’s less room for errors such as non-competitive prices or poor customer experiences, as consumers will be able to find cheaper alternatives or have a negative impression based on bad reviews. But while this broader and more accurate decision-making process may require brands to be more accountable with their offering, mobile can encourage a quicker overall process. A limited amount of stock, similar to that of the property market, could be promoted by marketers to add haste.

There’s no denying that smartphones aid the consumers on the decision-making process once they’ve recognised a need. Brands certainly need to work harder now, but is mobile making it easier for marketers in any way? Let me know in the comments section below if you can think of any others.