The goal of this joint study was primarily to better understand mobile search usage and how it drives:
Multi-channel conversions,
Mobile search behavior in the moment and
User perceptions of mobile search advertising.
The Mobile Search Moments Study Methodology
Step 1: Mobile Search Diary – 416 respondents were invited to log any type of mobile search in the moment, via Nielsen Life360 survey app on their mobile or tablet, for up to 14 days. 6,303 searches were logged in 2 weeks*.
Step 2: Follow-up Survey – Deeper probe into “outcomes” of searches via online questions, delivered 24+ hours after the initial query. 1,958 responses were collected.
Step 3: Final Interview – Exit survey at end of study answered by respondents. 323 responses were collected.
*The average number of searches per day by study participants was 1.25. A sample of 70 tablet users was not included in study results.
Mobile Search Moments
Mobile users are the future of digital marketing. Here are some key data points highlighting how the future is now.
Mobile search is always on, happening on the go,
at home and at work.
Mobile search is always on, happening on the go, at home and at work.
Mobile searches are strongly
tied to specific contexts.
Mobile searches are strongly tied to specific contexts.
On average, each mobile search
triggers nearly 2 follow-up actions.
On average, each mobile search, triggers nearly 2 follow-up actions.
Mobile search triggered follow-up actions
also happen very quickly.
Mobile search triggered follow-up actions also happen very quickly
Mobile users search for a wide variety of info.
Mobile users search for a wide variety of info.
75% of mobile searchers occur
in the afternoon & evening.
75% of mobile searchers occur in the afternoon & evening.
77% of mobile searches are made near a PC.
77% of mobile searches are made near a PC.
Most mobile searches for art & entertainment
happen at home or at school.
Most mobile searches for art & entertainment happen at home or at school.
Most mobile searches for food happen at the store.
Most mobile searches for food happen at home.
Most mobile searches for restaurants happen
at on the go or at work.
Most mobile searches for restaurants happen at home.
Most mobile searches for shopping happen in the store.
Most mobile searches for shopping happen in the store.
Most mobile searches for technology happen at work.
Most mobile searches for technology happen at work.
Most mobile search for travel occur at school.
Most mobile search for travel occur at school.
81% of mobile search are driven by
the need for speed and convenience.
81% of mobile search are driven by the need for speed and convenience.
28% of mobile searches result in a store visit,
call or purchase.
28% of mobile searches result in a store visit, call or purchase.
Mobile search drives
valuable outcomes for businesses.
Mobile search drives valuable outcomes for businesses.
Mobile searches drive both
online and offline actions.
Mobile searches drive both online and offline actions.
A mobile search leads to 1.89 follow-up actions on
average and 1.98 when on the go or in a store.
A mobile search leads to 1.89 follow-up actions on average and 1.98 when on the go or in a store.
Mobile searches for the Beauty category get the
highest number of follow-up actions per search.
Mobile searches for Beauty get the highest number of follow-up actions per search.
45% of all mobile search are goal-oriented
and conducted to make a decision.
45% of all mobile search are goal-oriented and conducted to make a decision.
57% of people using mobile search to make
a decision are more likely to visit a store.
57% People using mobile search to make a decision are more likely to visit a store.
63% of mobile searches triggered actions within an hour.
63% of mobile searches triggered actions within an hour.
55% of purchase-related conversions occur
within 1 hour of initial mobile search.
55% of purchase-related conversions occur within 1 hour of initial mobile search.
84% of follow ups from mobile searches
occur within 5 hours.
84% of follow ups from mobile searches occur within 5 hours.
55% of mobile-triggered conversions
happen in less than 1 hour.
55% of mobile triggered conversions happen in less than 1 hour.
65% of mobile searchers
noticed ads during the study.
65% of mobile searchers noticed ads during the study.
Mobile searchers are more likely
to notice ads when in a store.
Mobile searchers more likely to notice ads when in a store.
Mobile ads are most effective when viewed
by mobile users in search of information
to inform a purchase decision.
Mobile ads most effective when viewed by mobile users in search of information to inform a purchase decision.
A majority of users surveyed believe
that mobile ads are useful
A majority of users survey believe that mobile ads are useful.
Conclusion
Given the rapid adoption of smartphones, mobile advertising represents a great opportunity for businesses and digital marketers that serve them.
Many predict that in 2014, mobile search volume will surpass searches initiated from non-mobile devices (i.e. desktop/laptops).
If you need help with developing a mobile strategy for your business contact us today to learn more about how mobile can drive sales and ROI for your business.
Remember this, the future of mobile search is now.
Rick Noel is an experienced digital marketer enabling businesses and organizations to grow through the Internet, while maximizing marketing ROI (Return On Investment). Rick is the CEO and Co-Founder of eBiz ROI, Inc., a full-service digital marketing agency located in Ballston Lake, NY.
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