On-the-Go Usage Means Searchers Are Likely to Take Action
As smartphones become the norm and mobile internet access a part of everyday life,
mobile habits are changing
and online activities are growing more popular. Search, one of the top online activities overall, is becoming more important on mobile devices for both users and advertisers. eMarketer estimates that mobile search ad spending will make up 27% of the U.S. mobile ad market this year, rising to 34% by 2014.
Mobile search could prove very valuable for businesses due to the on-the-go nature of so much usage. While a search on the desktop web might indicate the very early stages of the purchase funnel, those searching via mobile are likely out and about and looking for immediately useful information—likely for a purchase or at least a store visit.
According to research from
Google
and
Ipsos OTX MediaCT
, smartphone users conducting a search are more likely to be in the later stages of the purchase funnel—continuing their research or even visiting a business—than they are to be in the early consideration phase. The most common single action after a smartphone search was conducted was to visit a store in person, as was the case for 55% of respondents.
Overall, more than half of smartphone users made a purchase after conducting a mobile search, whether in a store, online, or via their phone.
Smartphone users searching for information about local businesses or services were also highly likely to take action. A majority of searchers visited the business’ website, got directions, or called or visited the business.
Traditional media was the biggest motivation for beginning a search on a smartphone, followed by word-of-mouth. More than one in four respondents conducted a mobile search after seeing a mobile ad, almost evenly split between search ads and display ads.
Are you able to get found in a mobile search?
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Dan Tyre 11:23 AM on May 16, 2011
I think those forecast stats are way low. I bet 50% of all searches will be done on mobile devices in 2012. The revolution has already started.
John 1:05 AM on May 17, 2011
That was very good info keep up the good work guys.
Essex SEO 10:32 AM on May 23, 2011
I love mobile search, I'll actually stand in one store looking at the product I want to buy then search to see if anyone else I like buying from is selling it for a better price.
Ernie 9:19 PM on May 28, 2011
This is very important reported because want it or not the technology always is one step below....