Consumers aren’t just using their phones to research products they see on TV, they’re using them to make purchases.
Seventy-seven percent of smart TV owners said they continuously make mobile purchases based on TV ads they see, in line with a recent study by Samsung Ads.
This behavior will carry through the remaining of the holiday season as Salesforce forecasts a high volume of mobile shopping. Eighty-three percent of web traffic and 76% of online purchases will likely be driven by mobile from December 23 to 25, Salesforce predicts.
Cross-screen mobile promoting. What shows up in a TV ad has the potential to influence shoppers on their mobile devices. This is the important thing component in “shoppable” interactive TV ads.
According to the study, 30% of consumers report using a QR code in a TV ad to study a product. And 29% will use that code to make a purchase order. Also, 23% engage with ad-based games or quizzes promoted by the brand.
That means the vast majority of those that reported continuously making mobile purchases are doing so without prompts to scan a QR code or play a game. Gen Z consumers are 52% more more likely to value QR codes and links for more information, in line with the Samsung Ads study.
Mobile Wallets. Nearly 1 / 4 (24%) of all global holiday season orders will likely be made with mobile wallet payment options reminiscent of Google Pay, Apple Pay and PayPal, in line with Salesforce.
Mobile wallet purchases were up 16% year-over-year for the week following Cyber Monday.
Why we care. Shoppable means various things in the digital ad business, depending on the client. Some smart TV ads let users learn more a few product or purchase it with their TV distant. For ecommerce, shoppable can mean clicking on an ad, or an influencer-posted video, and being taken on to a product you possibly can add to your cart.
What this holiday season is proving out is the high use of mobile devices to make purchases. A QR code in a TV ad could make the ad shoppable — definitely the case for the 30% of consumers who scan it. For many mobile users, just seeing the brand or product name in a compelling ad gets them searching on their phones anyway.
Dig deeper: 2024 holiday sales live as much as record-breaking projections
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