Mobile Monday: Mood-Based Advertising, Paying on Mobile, and Consumers Turn to Shopping on Mobile

Nov 22, 2021
By: Ravi Pimplaskar

Every week, Digital Turbine, AdColony, and Fyber are teaming up to give you the latest news and insights in the mobile world. In this edition of Mobile Monday, Digital Turbine dives into consumers’ moods while on their mobile devices, AdColony explores the shift to mobile payment systems, and Fyber showcases the increase in shopping on mobile. Learn all about these stories in this week’s Mobile Monday!

Moods ‘n Mobile

While saying we should “rethink” mobile advertising is about as cliche as calling every year “The Year of Mobile,” this article on Campaign digs into a Real Living Study to give some quality insight into how we should adapt our thinking as mobile marketers. While smartphone popularity and screen time has increased, the story here is less about what people are doing on their phones but rather what mood they are in when they are doing it. 

The author describes three distinct areas consumers’ online habits fall into: immersive environments (such as online retail, podcasts, and streaming music), lean-back environments (mobile gaming, short-form video, and online radio), and discovery environments (news, emails, and online searches). Each of these comes with a certain mindset — and should lend to tactically different approaches. 

While the core of mobile advertising has been cutting up creative into different shapes and sizes and pushing them out into the world to see what they might find, our new mobile lifestyles have rendered us immune to that approach. Our lives on our phones now mirror how we live our real lives — and there are times when we will be more susceptible to certain advertising stimuli depending on our mindset. 

For example, different sets of advertising would appeal to me while out at a restaurant versus when picking up my kid from school. The same is true for mobile environments. What appeals to me while playing a game is not the same as what will appeal when I’m checking my email.

One Tap Does It 

Over the past year, consumers have looked to mobile for shopping, fun, games, and basically all functions you can think of that will allow them to stay at home to work (and play) efficiently. So it should come as no surprise that most consumers in the U.S. and UK prefer to shop and pay for products by tapping their phones, according to Business of Apps. These consumers are looking for convenience and speed when shopping, and tapping on mobile is able to provide just that.

Even with more consumers shopping and paying in-store through mobile, 34% of small businesses in the U.S. still don’t offer contactless payment options, while only 9% in the UK are lacking this option. Consumers no longer want to pay with cash, or even physical cards, and will seek out stores that offer mobile payment options. If stores do not adopt this payment option, they will lose customers to more mobile-friendly sites and stores. In fact, the data reports that 78% of stores lost sales in the last month due to consumers not having cash on them and the lack of mobile payment options.

While businesses may be struggling to set up or install mobile payment options, the opportunities from this platform cannot be overlooked. According to eMarketer, in-store mobile payment app usage will be used by over 100 million Americans over the age of 14 in 2021 — a 29% year-over-year growth from 2020 that is expected to increase even more by 2025.   

Mobile-focused shopping is not going anywhere. Consumers are looking to their mobile devices to provide every activity and process from fun to functional. As more people want to make the shopping experience as simple, user friendly, and efficient as possible, mobile will win out as the platform for purchasing, whether that be online or in-store. Whether you are a business looking to attract more consumers or a brand hoping to reach users in the purchasing process, focusing on mobile will ensure success in the years to come.         

Another Mobile Front — Users are Shopping on Mobile More Than Ever Before

‘Tis the season for mobile to shine! Business of Apps reports that more consumers than ever before are using apps to make purchases online. Time spent, consumer spend, and mobile app behaviors have been rising rapidly — and online shopping isn’t left behind. Now with a clear preference and dependence on mobile devices, for a number of reasons, mobile apps have become a primary destination for users streamlining their shopping experiences from the traditional in-store visits. Airship ran a survey and found that from a generational perspective, Gen Z and Millennials are more likely to do all their shopping online — and increasingly on mobile. 

It can be said that the pandemic played its role too in shaping new mobile behaviors. Rightpoint also ran a survey aimed at consumers and found that convenience was the main reason for our increased reliance on mobile devices. A whopping 76% found shopping apps to be more convenient than websites. These statistics should be an illuminating sign for brand marketers to get more involved with advertising on mobile. This is where consumers are, where they want to be, and where they are making the most purchases. 

About Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday?  

About Fyber
Fyber, part of Digital Turbine’s independent Mobile Growth Platform, develops innovative ad monetization solutions trusted by top mobile game and app publishers. Fyber’s product suite offers publishers a trusted, unconflicted alternative that drives superior results by creating an optimal connection between mobile audiences, top global brands, and mobile-first advertisers across over 40Bn daily ad opportunities. Fyber’s FairBid mediation, Fyber Marketplace, and Offer Wall Edge are all built with performance, scale, and transparency in mind. To dive deeper into how their monetization solutions put app developers first, check out their blog.

About AdColony
AdColony, part of Digital Turbine’s leading independent mobile growth and monetization platform, helps brands, agencies, and apps expand their reach and results with the power of mobile. AdColony is known globally for its award-winning video advertising marketplace, with ad engagement innovations like Instant-Play™, Aurora™ HD Video, Playables, and more. Looking for more insights on apps and mobile games? Find out more on their blog!

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By Ravi Pimplaskar
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