Making the decision of purchasing a smartphone is not easy because the devices are a significant investment. A recent study conducted by Twitter in association with Nielsen and Foursquare, tried to figure out the role of social media network throughout the decision-making process.
After seeing ads on Twitter, the research found that customers spent almost 6.8% more with mobile wireless carriers. They dug into the data, provided by the local search and discovery service mobile app, Foursquare.
These three companies analyzed in-store foot traffic for T-Mobile USA, Verizon Wireless, AT&T and Cricket Wireless and found that ad campaigns on Twitter generated 23% more visits to these brick-and-mortar stores. In addition to that, mobile carrier campaigns and offer based tech generated an average return on ad spend of $ 2,184. It means twitter users are 2.4 times more influenced than non-users by ads from mobile device manufacturers and mobile carriers.
Twitter, Nielsen and Foursquare found that the people, who love travelling, enjoy fast-casual food and like sports, are most likely to make purchases in brick-and-mortar stores and visits budget-friendly travel locations. While these people prefer to shop online, they also love to live in big cities, and frequent cultural destinations like art museums, movie theaters and high-end travelling locations such as airport lounges, hotel bars.
While leveraging the social network target abilities, Ryan Kiernan, Twitter research analyst suggested that mobile carriers need to pair customer data with the social network’s growing slate of livestreamed sports content and in-stream video ads. According to the research, 56% of Twitter mobile users say when they are buying a product or service, that they are influenced by content on Twitter. It is also true that Twitter’s popularity as a platform that influences smartphone purchases is not a very recent development. Promotion campaigns on Twitter have always impacted smartphone purchase decisions.