After taking a look at 6,000 various mobile searches, Google and Nielsen have announced a strong link between mobile searching and consumer actions — especially immediate actions.
The Mobile Search Moments report looked at how searches on devices (especially smartphones) was linked to mobile conversions and other types of consumer behavior. The results proved enlightening, especially when the report examined what people did right after conducting mobile searches.
On average, a single mobile search triggered two follow-up actions, which could include a store visit, a phone call, social media sharing or a basic purchase. Around 55 percent of all mobile conversions connected with the action occur within an hour after the search. (Here, a conversion is defined as any store visit, phone call or purchase linked to the search.) In other words, more than half of users wanted real-time information they could use to make quick decisions.
This suggests that retailers and other firms can raise conversion rates by tailoring their mobile strategies for immediacy, giving customers the information they need to make a smart choice without hassle. This gives a highly utilitarian view on mobile search patterns, with customers wanting only certain facts — answers on pricing, availability and compatibility — to help them reach a conversion point. The report also gave a nod to showrooming, with shopping queries more than twice as likely to be in store than at home. This also makes sense; users often seek online information to augment their decisions with reviews or discount data while in the store, saving time and minimizing regret.
The report also offered some additional data on what types of information users want to find when performing searches on their phones. The range of topics was diverse: People searched for arts and entertainment information 15 percent of the time, news 12 percent, and general knowledge accounted for 10 percent of all searches.
Mobile searches also tended to increase throughout the day, reaching a peak between 8 p.m. and midnight. However, searches were generally high between 3 p.m. and midnight, when consumers have the time and interest to shop or head out for entertainment.
Mad Mobile is the leading provider of mobile-first solutions for the world's top companies and retailers.
Looking for a technology partner who can deliver amazing mobile solutions across multiple mobile interfaces?