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Consumers don’t just use their phones to research products they see on TV, they also use them to make purchases.
Seventy-seven percent of smart TV owners said they often make mobile purchases based on TV ads they see, according to a recent Samsung Ads study.
This behavior will continue through the rest of the holiday season as Salesforce anticipates a large volume of mobile purchases. Eighty-three percent of Internet traffic and 76% of online purchases will be driven by mobile devices from December 23-25, Salesforce predicts.
Mobile display advertising. What appears in a TV ad has the potential to influence shoppers on their mobile devices. This is a key component in buyable interactive TV ads.
According to a study, 30% of consumers use a QR code in a TV ad to learn more about a product. And 29% will use that code to make a purchase. Also, 23% use games or quizzes based on brand-promoted ads.
This means that most of those who said they make frequent purchases on mobile do so without being prompted to scan a QR code or play a game. Gen Z consumers are 52% more likely to appreciate QR codes and links for more information, according to a Samsung Ads study.
Mobile wallets. Nearly a quarter (24%) of all global holiday orders will be made with mobile wallet payment options such as Google Pay, Apple Pay and PayPal, according to Salesforce.
Mobile wallet purchases were up 16% year-over-year in the week after Cyber Monday.
Why we care. Buyability means different things in the digital ad business, depending on the buyer. Some smart TV ads allow users to learn more about a product or purchase it using a TV remote control. For e-commerce, shoppable can mean by clicking on an ad or video posted by an influential influencerand it takes you directly to the product that you can add to your cart.
What this holiday season proves is the high use of mobile devices for shopping. A QR code in a TV ad can make the ad suitable for purchase – which is certainly the case for 30% of consumers who scan it. For many mobile users, just seeing a brand or product name in an eye-catching ad prompts them to search on their phones anyway.
Dig deeper: 2024 holiday sales meet record projections