Large numbers of people believe that the majority of mobile search activity happens “on the go.” However, according to an extensive new study from Google and Nielsen, the overwhelming majority (77 percent) of mobile search happens at home or work -- even when there’s a PC nearby and readily available.
These people are choosing to search on their smartphones rather than PCs because of speed and convenience. And most of these users take some sort of near-immediate, follow-up action.
In fact, the study found, 55 percent of mobile-search influenced conversions take place within one hour.
This finding closely mirrors a statistic published by Microsoft in 2010: 70 percent of mobile search activity begins and ends – in other words, a decision is made or the objective achieved – within one hour.
The new Google-Nielsen study, which focused only on smartphone consumers, offers insights into mobile search behavior and generally goes deeper than most of the research that predates it. It serves to provide additional nuance and color to what we already know about mobile user behavior.
They asked participants to log their mobile searches over two weeks in a diary smartphone app — logging more than 6,000 mobile searches in total. We followed up to ask them what actions resulted from those searches, helping us draw more precise, measurable connections between mobile searches and the conversions that they drive online and offline.
There’s a great deal of data in the report. Below are some of the high-level findings:
- 73 percent of mobile searches trigger follow-up actions
- 63 percent of mobile search-triggered actions occur within 1 hour of the initial search
- 45 percent of mobile searches “are conducted to help make a decision” (in a store, that number goes up to 66 percent)
- 28 percent of mobile searches result in conversions
There is also much more in this study about when and where mobile searches occur (time of day, user context), as well as vertical categories where mobile searches are concentrated. In addition, the report explores specific outcomes resulting from mobile searches: calls, online purchases, offline store visit, subsequent research and so on.
There is one statistic missing from this study that we believe is more important than anything else.
8 ouf of 10 mobile consumers who visit a website that is not mobile enabled will click away.
If you own or manage a business, you need to ask yourself:
- Is my website mobile enabled?
- Am I communicating directly with the mobile consumer or missing out?
- Am I enticing mobile signups to receive instant messages and offers through text and following through with the mobile consumer to drive conversions?
This is the biggest opportunity for retailers and establishments to gain new revenue in over a DECADE!!!
Perhaps you may ask yourself, “Why should I use mobile marketing in my business?”
Mobile Text Message Marketing instantly and easily improves customer loyalty and repeat business. Mobile Marketing is the most effective lead generation and new business acquisition service available today.
If you are looking to communicate better with your potential, present and past customers then mobile text marketing is the absolute BEST tool to utilize.
Mobile Marketing works great for:
| || || || || |
And just about ANY other business or product!!
Baytech Mobile Marketing Team
888-374-0555 xt 101
PS. With our mobile marketing platform, we also include at NO CHARGE the ability to schedule and track your Facebook and Twitter marketing messages, giving you valuable insights into the effectiveness of these campaigns as well. The time savings alone for this one feature is worth your investment each month!!
If you are a business in Central Ohio, we are offering a FREE MOBILE MARKETING SEMINAR on Tuesday March 26th, so please click this text link to register and reserve your spot
To see the entire study released and download your free copy click HERE