The study notes that people in all three countries spend around 10 hours a week using their mobile phones for something other than calling or texting. They then looked at pre-purchase behavior and here’s what they got:
After purchase, the US was slightly ahead in using their mobile phone to check order status and to share product info with others. France came in lowest on the sharing poll, so apparently they like to shop but prefer to keep their treasures to themselves.
Cross Media Consumption
The biggest discrepancy between the three countries came in the area of cross media consumption. In the US, 4 in 10 consumers used their phones to look for more information after seeing an ad on TV, while only 2 in 10 did so in the UK and France. Similarly, 57% of US users went to their PC for more information upon seeing a mobile ad, France came in at 46% but only 24% of UK users went from mobile to PC.
Though it varies some by industry, the report found that the percentage of people who visited an offline store after seeing an online ad was pretty high. Apparel did especially well with 72% to 83%. Banking got the lowest numbers ranging from 51% to 67%. Oddly, ad recall had the opposite results with banking getting higher scores than apparel. Apparently bankers have commercials we remember even if we’re not interested in paying them a visit.
Overall, the report showed very encouraging numbers for mobile advertising across all three countries. If this is your area, I suggest you visit Microsoft Advertising where you can download a summary report or an in-depth report on each of the three countries.
Are you marketing outside of your home country? We’d be interested in hearing about your experience.