Mobile search: creating moments that matter

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The majority of people who use mobile search to find information on consumer items and services have every intention of making a purchase.  In a study (by Nielsen and Google) researchers found that three out of every four searches trigger some sort of follow up action, including further research or a purchasing decision.Over 400 participants logged their mobile searches over a two week period in Q4 of 2012 and were asked follow up questions by the researchers.Key findings

  • 73% of mobile searches trigger additional actions
  • 17% of mobile searches occur ‘on the move'; 2% occur in-store
  • 81% of mobile searches are driven by speed and convenience, even when people are at home with access to other devices
Next steps after mobile searchOn average each mobile search triggers 1.89 additional actions.  Of the 73% of mobile searchers who carry out follow up activities:
  • 36% went on to perform additional research
  • 25% visited a retailers website
  • 18% shared the information
  • 17% made a purchase
The research also discovered that when people use mobile search they are:
  • 57% more likely to visit a store
  • 51% more likely to make a purchase
  • 39% more likely to call a business
  • 30% more likely to visit a website
Mobile search triggers rapid activityOne of the most striking findings in the research is the speed of follow up activity.
  • 55% of conversions occur within one hour of the original mobile search
  • 85% of all follow up actions occur within five hours of the original search
The report can be accessed here: Mobile search: creating moments that matter.[Follow Val Skelton on Google+]