Is it true that TV ads are still influencing the consumers’ appetite for shopping and have the power to navigate their buying decisions? The right answer is “yes”, especially when they are sitting in front of the TV set armed with their smartphones or tablets, confirms the latest study I came across from eDigitalResearch and IMRG.
The eCustomerServiceIndex found that currently 41% of smartphone and tablet users feel the direct impact of products seen on a TV programme or advert as they tend to immediately surf the Internet to find more about the item. In about 30% of the cases, browsing results in a later purchase, according to the study.
The report, which is based on the responses of 2,000 people across the UK, also revealed that 80% of smartphone owners and 81% of tablet users do not part with their devices even when watching TV. This trend applies to laptop users as well, with 73% of them claiming they keep it at hand when in front of TV. The most common use of these devices among “second screeners” is online browsing, with retail websites being their most likely stop. Social media platforms and search engines are also among the preferred venues for owners of mobile gadgets.
The report proves that targeting consumers using a single-channel approach is no longer applicable and is already history, IMRG’s head Andrew McClelland comments. What’s critical nowadays for retailers is to try to integrate as many advertising platforms as possible and create real-time strategies for them to provide consumers with a rounded experience, he said.