When it comes to seeking out gas stations and convenience stores, mobile search is the preferred method, according to an ongoing study. In fact, 85 percent of total Internet search time related to gas and convenience stores occurs on smartphones.
Even more significant is the high mobile conversion rate carried by this category. Since most mobile users conduct searches to inform an impending purchase, gas and convenience searches enjoy a mobile conversion rate of almost 90 percent. Most of those purchases come within an hour of searching.
According to the report, consumers are open to influence when conducting these types of online searches, which in turn creates opportunity for companies that want to drive physical sales through mobile channels.
Embracing Common Consumer Motivations
Every industry can benefit from learning the unique motivations of its mobile consumer base. For the gas and convenience-store sectors, it’s a matter of price and proximity.
New apps and other online tools allow consumers to seek the lowest per-gallon fuel rates in their area. Highway travelers can also use their smartphones to see what’s coming down the road so they can choose the ideal place for a pit stop.
And because mobile search is often location-based, marketers can employ geo-aware advertising to better connect with potential customers. The study indicates that most mobile users are open to different options when conducting gas and convenience-related purchases, making effective advertising a strong counter to brand recognition.
In fact, only 10 percent of mobile searchers have a specific brand or business in mind, according to the study. But 75 percent pay attention to the ads that pop up during their searches. So while location reigns supreme on city streets, it’s also proving to be an indispensable tool in drumming up business through mobile channels.
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