Google recently released the “Mobile Search Moments” report that looks at how mobile drives conversions and for those of us interested in mobile search marketing (if you aren’t you should be!) it’s a great resource, it may confirm your current thinking or open up new ideas for you to follow, it’s well worth a read and you can view it in full here.
Their main agenda encompassed :
- Understanding Mobile Search.
- How Mobile search drives multi-channel conversion.
- How Mobile search drives behaviour in the moment.
- The perception of mobile search ads.
Their summary of findings was that :
- Mobile search is always happening, either at work, home or on the go, with 77% at home or work and 17% on the go.
- Mobile searches are strongly tied to specific contexts with shopping queries two times likely to be in store.
- 75% of mobile searches trigger follow up actions such as further research, a call, purchase, sharing or further research. With each mobile search triggering almost 2 follow up actions on average.
- Mobile search triggered follow up actions happen quickly with 55% resulting in a store visit, purchase or call.
Mobile users search for a huge array of things :
Around 37% of mobile searches is for arts, news and general knowledge, a further 17% is food, health and restaurant related with online shopping accounting for 7% although many of the other sectors do lead into a search funnel that will result in sales but the breakdown of mobile use is quite distributed, we aren’t just doing one thing on our mobiles anymore.
The majority of Mobile Searches occur in the afternoon :
This has implications for day parting, or bidding up at certain times of the day too, to ensure you get the best share of the available traffic, also you may find conversions differ through the day so this needs factoring into your campaign planning.
How Mobile Search affects online & offline conversions :
As you can see from above; 36% continue their research, with 70% of those doing it on their phone but 17% move to mobile and pc, with 13% using PC alone. These figures are also almost identical for visiting the retailer website with 71% staying mobile, 15% doing mobile and PC, and 13% using just PC.
The sharing of information is endemic now with the built in functions of most mobiles it’s easy to share for other people’s input or to show off etc.
The purchase figures are pretty interesting with 52% of searches resulting in an “in person purchase” with 34% via mobile, 10% via PC only and 5% via multiple platforms.
7% of users call a business, with 77% of those doing it via their mobile so it’s worth trying the click to call ads, If your competition aren’t using click to call ads you could gain some significant advantage over them here for a very low cost.
Mobile Searches are far more goal oriented :
Most people have price checked in a store, in fact “Showrooming” is an increasing trend and it’s highlighted here with the fact that 64% of people have conducted mobile search whilst in a store setting, 49% on the go and then similar figures for work and home.
Tailoring your keywords to be like those a mobile user would type can help, typically they are shorter and more goal/outcome orientated than PC users.
Follow up is fast in Mobile Search :
As you can see from above, over 84% of follow up action occurs within just 5 hours from a mobile search. This follow up actions aren’t just sales, they account for further research etc. (i.e 36% of user do further research) but this high action rate to timescale rate does mean that you should try to get shown in the follow up research phase so remarketing is worth trying too.
81% of Mobile Conversions happen within 5 hours!
This is a very interesting figure to know, 8 out of 10 users that convert do so within 5 hours, it should shorten your view of keyword performance as 80% of users that are going to convert do so within the 5 hours so leaving keywords running for weeks or months at high without conversion isn’t wise, shorten your testing cycle to account for mobile search having a higher intent and quicker conversion timescale.
Over 50% of all online & offline actions happen within an hour :
Within one hour over 50% of all follow actions from a mobile search will have occurred, that’s for offline too as over 56% will call a business within the hour, 54% will make a purchase and 51% will visit a store in person, another 59% will visit a retailer website.
Mobile Search offers a high intent, low timescale search environment, users don’t search the same way and don’t react the same way as traditional PC users so you need to take this into account with your mobile earch marketing.