Utilizing Multiple Screens Effectively: Television’s Role in Mobile Purchasing

Interpret finds that nearly nine out of ten smartphone or tablet owners have made a purchase on their device within the past year, though the influence of television is not especially strong

SANTA MONICA, Calif.--(BUSINESS WIRE)--Interpret, a leading entertainment, media and technology market research firm, released new findings analyzing the advertising industry’s role in driving consumers to make purchases on their mobile devices.

“Utilizing Multiple Screens Effectively: Television’s Role in Mobile Purchasing”

The report, “Utilizing Multiple Screens Effectively: Television’s Role in Mobile Purchasing” examines how and why consumers are using mobile devices to make purchases, and to what extent media—especially television—is a driver in the purchase process. According to the study, nearly nine out of ten consumers report having made some sort of mobile transaction within the past two months, with 65% having purchased a physical product/service purchase.

Neither television ads nor content currently rank as one of the strongest drivers of mobile purchases—word-of-mouth buzz, online content and online advertising outpace them. Given that the majority of viewers multitask, especially on mobile devices, while watching television, Interpret sees this as a missed opportunity.

“Adoption of tablet devices continues to experience double-digit quarter-over-quarter growth” said Jason Lau, Manager, Strategy & Analysis at Interpret and lead author of the report. “In light of this, advertisers must do a better job of harnessing the power of television advertising to drive consumers to make mobile purchases. If the industry does not make significant investments now, it risks losing out on the tremendous momentum currently in the marketplace.”

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About Interpret LLC

Interpret is the leading cross-media market research firm. The company applies proprietary, cutting-edge methodologies and extensive category knowledge to help clients plan, test, and measure business strategies in the fast-evolving media landscape. Interpret’s unique combination of syndicated measurement products and custom market research services provides a common language across media for the key stakeholders of the digital age. www.interpretllc.com.