Study: 97% of Mobile Search in Gas & Convenience Category Happens in Apps

In honor of the blazing US summer and road trips, xAd and Telmetrics have released more data from their "Mobile Path-to-Purchase Study," this time on consumer behavior in the "Gas & Convenience" category. The study, which combined a mobile user survey (n=2,000) and consumer behavior data (n=6,000), was conducted by Nielsen earlier this year.

As might be expected the study reflects the very mobile-centric nature of the category, which includes convenience store visits, gas purchases and minor automotive service (i.e., oil changes). 

Below are the study's key findings:

  • 85% of time in the category "is spent on a smartphone with most conducting gas price comparisons/searches"  
  • 97% of mobile search happens within an app vs. mobile web (e.g., GasBuddy)
  • 80% of smartphone search and 40% of tablet search happens on the go (out of home) 
  • 88% plan to buy within the same day (2/3 within the hour) but only 10% have a specific place/business in mind
  • Location and price were the two factors that most influenced conversions (75% sought a location within five miles)

Interestingly, the study reported that "Gas & Convenience searchers spend an average of 6 minutes per mobile search session," which is 50% more than "the average Retail mobile search session." 

The study also found that Gas & Convenience users were very open to influence and receptive to mobile advertising, especially if the ad pertains to a nearby location and/or offers a deal or coupon.