Clip 5 - Mobile Marketing: Time, Location And Other Situational Effects

5 important questions on Clip 5 - Mobile Marketing: Time, Location And Other Situational Effects

According to the study done by Criteo, 2015, Time Matters in Mobile Advertising, why does this matter?

Because smartphones are popular during the early hours in the morning with 28% more purchases taking place and tablets are more popular during the evenings with 40% higher transactions.

Song et al, 2013 did a research regarding the relevance of time when it comes to search behaviour per device. What was found with regards to Tablet Traffic?

Tablet is stable throughout the day but peaks around dinner time meaning that people use the tablet at home and more specifically in the living room followed by the bedroom.

Song et al, 2013, also looked into the type of device versus the type of search. What were the key findings of this research?

Commerce related search: Tablet (afternoon and evening); Desktop (evening).
Longest sessions: tablet.
Highest number of sessions: desktop.
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What is the effect of the weather on mobile purchase likelihood?

Mobile purchases increase by 31% in sunny weather and decrease 9% in wet weather when compared to cloudy weather.

What companies can benefit from this information?

Companies dependent off of seasons.

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