Summer has officially come to a close, and students have begun filling the halls of schools across the country. With the start of a new school year comes the start of a new consumer season: back-to-school shopping. This year, mobile marketing is playing a bigger role in shopping than ever before.
In recent studies, research has shown, “that searches on back-to-school topics are on the rise, indicating more consumers are using search to inform shopping decisions.” Consumers are using their smartphones much more frequently to obtain product information and compare prices during these major sales. This increase can be seen through research that shows that the search for “back to school” rose nearly 48% last year and is already up 12% this year, with about 40% of these searches being done on mobile devices.
Since smartphone usage is at an all time high, it’s no surprise that consumers are turning to their devices to determine buying decisions during back-to-school shopping. Brands are also using this trend to their advantage by delivering discount-oriented messages to a target audience, or specific marketing campaigns based on previous buying habits.
As you cross another shopping season off your list, don’t forget to hit the web before you hit the mall to research any final purchases.
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