Insights

How Australians Shop ForFast Moving Consumer Goods

(FMCG) /Retail Products

THE CONSUMER PATH TO PURCHASE FOR FMCG/RETAIL PRODUCTS

PURCHASE

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MOBILE SITES/APPS USED TO SEARCH FOR INFORMATION

FMCG/RETAIL CONSUMERS MOBILE AD PREFERENCES

ACTIONS TAKEN AFTER SEEING FMCG/RETAIL MOBILE ADS

21%

19%

39%59%Search engine Retailer sites

or apps

Manufacturer sites or apps

Social media platforms

13%Forums or blogs

Ads featuring the latest products & prices

40%36%Ads for loyalty programs/rewards cards

35%Ads with detailed product information

27%Ads that are targeted to my searches

Ads with special deals, promotions, or coupons

61%

MOBILE AD CONTENT THAT INFLUENCES PURCHASE DECISION

41%Price Comparison

31%Detailed ProductInformation

24%Promotions/Coupons/ Loyalty Programme

22%Product Reviews/ Commentary/ Ratings

21%Product Photos

11%Store Location/Opening Hours/directions

36%Use promotion/coupons sent on mobile

20%Purchase FMCG / Retail products

54%Look for more information

44%Visit a store/get more information

43%Locate directionson map

41%Call advertisers/retailers at a later time

11%Click to calladvertiserson mobile device

CONSIDER

PURCHASE

62% Search for a specific brand or product

35% Search for a particular need

33% Read product reviews

22% Talk to friends, family, or experts

11% Look on social media

16% Search for a product in a physical store

8% Visit brand/ product website

THE

CONSU

MER PATH TO PURCHASE WITH MO

BILE

Australian smartphoneusers search forFMCG/Retail productson mobile devices

76%Australian smartphone

users plan to use mobile

devices for FMCG / Retail

purchases37%

23% Bought another product

20% Bought what they were searching for as well as something else

56% Bought what they originally searched for

Source: InMobi, YouGov | The Role of Mobile in the Path to Purchase of FMCG/Retail Products in Australia, N=876, June 2015

INFLUENCE OF MOBILE ON FMCG/RETAIL PURCHASE