Key Differences Found In U.K., U.S. Mobile Searchers

Differences and similarities in the way UK and US consumers use mobile devices vary based on lifestyle. While both cite the ability to compare prices and read reviews as top mobile research activities, 62% of UK consumers using mobile search are more likely to use their devices at home, compared with 52% in the US.

Location-based ad network xAd, and mobile call measurement provider Telmetrics jointly released findings from the UK Path-To-Purchase study analyzing mobile search in the United Kingdom. The study conducted by Nielsen measures 1,500 UK smartphone and tablet users and what they report doing via mobile devices. Some 40% of UK consumers who search for information on products and services on a mobile device make a purchase within the day, compared with 56% of US consumers. About 35% of UK consumers vs. 25% of US consumers take up to a month before making a purchase decision. Smartphone users in the UK demonstrate more immediate needs than tablet searchers, with 22% intending to make a purchase within an hour of their search. Twelve percent of UK mobile searchers prefer walking to local businesses to make a purchase, compared to 8% of consumers in the US. And 9% of UK mobile searchers versus 17% of US mobile searchers look to make a purchase decision immediately.