August 1st, 2022, Kineree Shah
In this piece we dig into YouGov Global Profiles – an audience intelligence tool - to understand what type of brand communications could influence American and British consumers who are in the market for a new mobile phone or accessory in the next 12 months. We examine the channels which have led these consumers directly to some kind of purchase in the past.
Branded emails topped the list on both sides of the Atlantic, though US consumers (28%) were more likely to purchase through this channel than Britons (27%).
Nearly a quarter of people in the US (26%) say they have purchased through offers via social media – making it the second most preferred choice. About a fifth of them say they have purchased immediately after receiving direct mail (22%) while nearly the same percentage say they have bought after watching a brand’s TV commercial (21%).
In Britain nearly one-fifth of consumers say they have been influenced by social media offers (19%). One in 10 respondents say they have bought after reading a direct mail (11%) or watching a brand’s TV commercial (12%).
In both the American and British markets, billboards (6% and 4%) had the least impact in leading to a purchase decision. In related data, it may be worthwhile to know how likely consumers are to purchase a cell phone in the next 12 months.
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Methodology
YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 43 markets. The data is based on continuously collected data from adults aged 18+ years in the US and Britain markets. The sample sizes for YouGov Global Profiles will fluctuate over time, however the minimum sample size is always c.1000. Learn more about Global Profiles.