Mobile kills off brand loyalty in favour of price, reveals Tradedoubler survey

One in three smartphone owners uses price comparison apps to search for deals

London, 11 June 2013 – Shoppers are on a new hunt for bargains and value, as 52 per cent of connected consumers1.have at least one performance marketing app on their mobile. The figures have been revealed in a study commissioned by the Tradedoubler Insight Unit - Performance Marketing: Mobile & Shopping on Demand www.tradedoubler.com/performance-mobile

Price comparison apps prove most popular (32 per cent) amongst shoppers surveyed, followed by coupon/voucher code (23 per cent); loyalty or reward (22 per cent); daily deal/group buying (20 per cent) and cashback apps (19 per cent). 

“Powerful brands are losing dominance on the high street because they’ve placed too much importance on brand loyalty and not enough on the price, value and variety of channels including mobile apps that shoppers now both expect and demand,” said Dan Cohen, Regional Director, Tradedoubler. 

“Bargain hunting has gone mobile and if brands aren’t prepared with relevant and timely campaigns targeting shoppers who have at least one performance marketing app on their smartphone when they are ready to buy, they’re going to lose out,” continued Cohen.

Of those using their mobiles in-store, 55 per cent of the shoppers surveyed have bought a product at a rival retailer after finding a better price via their mobile. 

Additionally, mobile discount vouchers and coupons are proving to be a powerful tool for bargain-hunters with 51 per cent actively searching for vouchers on their phones and 44 per cent regularly using the vouchers sent to their mobile.  As vouchers can normally be redeemed in-store as well as online, they can be instrumental in helping retailers to encourage customers back onto the high street. 

The popularity of performance marketing mobile sites and apps is backed up by Tradedoubler’s latest sales figures, which show that purchase value on its mobile performance network grew by 187 per cent between the first quarter 2012 and first quarter 2013. 

ENDS


Notes to Editors: 
Tradedoubler creates award-winning, multi-channel performance marketing programs for clients on a payment by results basis. More information can be found on www.tradedoubler.com 

1 Connected consumers: consumers who own a smartphone and shop online at least once per month. 
2 Tradedoubler Insight Unit, commissioned the research from Fox Insights.  The survey was conducted online amongst 2,500 smartphone users who shop at least once a month online - in the UK, France, Germany, Italy, Netherlands, Spain, Sweden and Poland.   The countries covered by the research account for 89 per cent of the retail e-commerce market in Europe. 

For further information, please contact:
Liam Sherry/Joe Hawke Berkeley PR
Tel: +44 118 909 0909
Tradedoubler@berkeleypr.co.uk