Millennial Media set out on a mission to discover the links between consumer goods and mobile and the time has come to reveal the results!
It all begins with incredible growth. Mobile ad spend in Consumer Goods grew 235% year-over-year. The biggest push came from Beverages. The manufacturers of soda, alcohol, juice, tea, energy drinks and bottled water bought 43% of the ads in the category. Cosmetics and Hygiene came in second with 28%.
Since most people don’t buy consumer goods online, most (46%) marketers were simply hoping to promote brand awareness. 40% also used location-based advertising to push consumers toward a nearby store or, as in the case of a beer brand, a nearby bar.
44% of ads asked consumers to watch a video, 34% sent them to a social media site and 20% sent them to a retail promotion.
The study also found that women were more likely than men to access Consumer Goods content with their phone and the majority fell between 25 and 34. What’s really fascinating is how men and women differ in the way they use their smartphones while shopping. (82% of Consumer Goods impressions came from a smartphone, only 18% came from tablets.)
A quick glance at this chart says it all – men and women work from completely different mindsets. While shopping for consumer goods, men used their mobile devices to check product availability, compare prices and find coupons. Yes, that’s what it says. . . 47% of men searched for coupons.
Women used their mobile phones to get more information from friends or family members. They were also more likely to take and send product photos. Women also spend more time researching the features of a product.
Now look at that line in the middle. 50% of men purchased Consumer Goods or services online compared to only 41% of women. This will sound sexist, but I think this is because women enjoy the shopping experience while most men just see it as a necessary evil. That’s how it is in my house, anyway.