Consumers prefer search over branded apps for product research

Consumers prefer using search engine apps over branded ones for discovering new information on products and services via mobile, according to research.

Smartphone

However, while more than half of all mobile users own a smartphone, 60 per cent of consumers still prefer to conduct their online research using a desktop device compared to just 15 per cent who prefer using their mobiles to do so according to a study by the Direct Marketing Association (DMA).

A paper published today (11 December) by the DMA Mobile Marketing Council claims that just 37 per cent of consumers use branded apps to research products on their smartphones.

The findings, based on a poll of 1,000 UK consumers, also reveals that 50 per cent of correspondents report “looking for offers and deals” as the top reason for using mobile search on their phones.

Meanwhile, 40 per cent state that they use mobile search to find information on specific brands on their phone while 27 per cent claim they rely on their device to find places to eat.

The findings also reveal that 30 per cent of smartphone users use it to find information on high street retailers, 29 per cent to research local restaurants and hotels, with 26 per cent looking for supermarkets.

Richard Hicks, head of mobile for ITV and member of the DMA’s Mobile Marketing Council, says: “It’s reasonable to expect that the rise of smartphone ownership would lead to the imminent demise of desktop our research suggests this isn’t happening as quickly as anticipated.

“However, smartphones have quickly assumed an important role in the lives of consumers.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here