There is a common conception among the people that mobile search only happens on the go. As per the latest study conducted by Yahoo, 6,400 searches found that mobile search is not restricted to users on the go, almost half of the searches happen at home. Approximately three quarters of mobile searches occurred in settings with an available laptop or PC, such as office or home. Preference for mobile search continues to go up with four in ten consumers initiating more searches on mobile devices than laptops or PCs.
The study offers marketers a unique content to acknowledge the role of mobile both as a means to reconsider the campaign’s efficiency and as a crucial point of domination in the shopping decision.
The key findings of study include –
Mobile search is one of the steps of series of related actions –
- 91% users moved to take another action on their mobile device
- 62% users moved to use a laptop or PC
- 77% users acted in person.
Half of mobile shopping queries lead to a purchase –
69% purchases happened in just first five hour of search and 76% occurred in person at a store.
Show rooming is an urban myth –
Just 7% searches happen in-store.
Make The Most Out Of Mobile Search –
Nowadays, the way of purchasing online goods has been changed, with each intersection between device and location, showing critical points of control. At these critical points, mobile searches respond to the ads with around half agreeing to the fact that sponsored listing can influence them to consider an added brand while shopping.
To convey the message, first marketers need to get consumer attention, due to that the positioning of an ad in the search results is important; also when consumers will hunt for the information they should easily get it.
Following are some of the key points marketers can use to enhance the impact of mobile search –
Tip 1 – Bid competitively to eat a top spot on search engine results page, as majority of mobile searchers react to the first or second listing.
Tip 2 – Check ad copy with brand names or superlative claims to pull great engagement on mobile devices.
Tip 3 – Use mobile specific call extensions or Sitelink location to divert searchers directly to your business.
Tip 4 – Consider that half percent of shopping relevant queries happen at home, while making location specific mobile media decisions.