June 04, 2013
/ by Brian Conlin
What one thing will alter marketing the most in 2013? Clue: it’s likely within arm’s reach.
Mobile devices, such as smartphones and tablets, are gaining market share, They’re now people’s go-to tool for communicating, emailing, social networking, checking the time, killing time, taking photos and – increasingly – finding and researching products, services and businesses.
Here are 50 astonishing mobile search stats about the rise of mobile search, as well five takeways that will help you get your campaigns ready.
Prevalence now and in future
1. Global smartphone use will reach 2 billion by 2015 (Bloomberg)
2. Nearly half of American smartphone owners used shopping apps in June 2012 (MarketingPilgrim)
3. 45 percent of users between 18 and 29 use mobile search daily (Icebreaker Consulting)
4. 31 percent of mobile Internet users mostly go online using cell phones (Pew 2012)
5. Across all industries, mobile traffic is increasing by 3.5 percent per month (Televox)
6. 35 percent of smartphone owners expect to access the Internet using their phone more in the future (Televox)
7. The number of local searches on mobile devices quadrupled in 2012 (Local Search Association)
8. Of the estimated 30 billion annual mobile searches, about 12 billion are local searches (Search Engine Land)
9. Tablet users access search 73.9 percent of the time, more than any other activity (eMarketer)
10. Local mobile searches (85.9 billion) are projected to exceed desktop searches (84 billion) for the fist time in 2015 (eMarketer)
Key Takeaway: The time to start your mobile marketing was yesterday. By the end of 2013, your marketing may look antiquated if you haven’t adopted marketing that appeals to smartphone and tablet users. Consider responsive design, monitor how people access your site to assess whether building an application is a good idea and build more visual and shorter content.
Lost in a sea of data? It doesn’t have to be this way. PR is about people and relationships. Get Brian Solis’ free e-book to see why humanity is the next killer app!
Setting of searches
11. 77 percent of mobile searches occur at home or work—even if a PC is nearby and readily available (Search Engine Land)
12. 40 percent of mobile searches happen between 6pm and 12pm (MarketingPilgrim)
13. Of mobile searches, 40 percent occur on tablets and 60 percent on smartphones (Icebreaker Consulting)
14. Mobile search queries almost double during the holidays (snaphop)
15. Shopping searches are two times more likely to be performed in-store (Google Mobile Ads)
16. Smartphone use most often occurs during travel (72 percent), in restaurants (64 percent) and in stores (63 percent) (Vocus Blog)
17. Tablet use most often occurs in the living room (88 percent) or bedroom (79 percent compared to at work (24 percent) (Vocus)
18. 80 percent of smartphone owners use their device in stores to shop (Google – Mobile in Store)
19. One in six smartphone owners use mobile to assist in shopping at least once a week (Google – Mobile in Store)
Key Takeaway: “Mobile doesn’t always mean on-the-go,” says Scott Benson, Vocus SEO manager. Even if you operate a business outside of the retail space, you must prepare for searchers to access your site.
“Mobile is where your customers are searching even when they have access to a computer,” he says.
Mobile searchers not only want information in an instant because they may act soon.
20. Two-thirds of in-store mobile searches are conducted to help make purchasing decisions (MarketingPilgrim)
21. 33 percent of mobile searches and 20 percent of desktop searches have a local intent (SmallBizTrends)
22. 81 percent of people prefer mobile for its convenience and speed (Vocus Blog)
23. 45 percent of mobile searches are ‘goal-oriented’
24. 17 percent of people make a purchase after a mobile search
25. 94 percent of smartphone owners look for local information on their phone (Televox)
26. 84 percent of smartphone shoppers use their devices to guide their in-store shopping experiences (Google – In-Store Search)
27. 82 percent of mobile shoppers use search to influence their purchasing decisions (Google – In-Store Search)
Key Takeaway: You must analyze your site and content marketing to determine if it is appealing to mobile searchers, says Scott.
Determine what terms mobile device users search and produce quick-hitting content that addresses these queries. Also look at your analytics to determine the devices people use to access your site and find the landing pages that earn the most traffic.
More than one in every four mobile searches ends in conversion.
Actions it inspires
28. 73 percent of mobile searches trigger follow-up actions (SearchEngineLand)
29. 28 percent of mobile searches result in conversions (SearchEngineLand)
30. Google conducts 30 million click-to-calls each month (SmallBizTrends)
31. 70 percent of mobile searches for products or services will result in a sale in the near future (Televox)
32. When searchers seek local information, 70 percent connect with the business (Televox)
33. Searchers are 55 percent more likely to notice ads when they’re in a store (Google – Mobile In Store)
34. Searchers using mobile to help make a decision are 30 percent likelier to visit a retail website (Google – Creating Moments That Matter)
35. Mobile searchers to aid buying decisions result in a 57 percent higher likelihood that the searcher visits a store (Google – Creating Moments That Matter)
36. Mobile searchers are 51 percent likelier to make a purchase (Google – Creating Moments That Matter)
37. Mobile searchers are 39 percent more likely to call a after for searching for information related to a buying decision (Google – Creating Moments That Matter)
38. 81 percent of conversions (defined as store visits, calls or purchases) triggered by mobile search occur within five hours (Google – Creating Moments That Matter)
39. 65 percent of respondents noticed ads during the study (Google – Creating Moments That Matter)
40. Including a city name in mobile ads increases click-through rates as much as 200 percent (MediaPost)
41. 48 percent of mobile users used a device to access local content in December
2012, up from 42 percent in December 2011 (Local Search Association)
42. Frequent mobile shoppers spend 25 percent more in-store than those who occasionally use smartphone to assist shopping (Google – Mobile In Store)
Key Takeaway: According Tim Reis, who leads Google’s mobile and social platform teams, mobile devices are personal to people, enabling marketers to connect with them better than a TV commercial ever could. Instead of shouting, look for authentic ways your brand can add value to the customer by teaching them something, making them laugh, giving them access to information or simply pass the time.
Your website not optimized for mobile like these? You’re losing customers.
Searcher Habits and Pet Peeves
43. 40 percent will click another mobile result if a site’s not mobile friendly (Icebreaker Consulting)
44. 46 percent of mobile users say they are unlikely to return to a website they had trouble accessing from their phone (Gomez)
45. 34 percent said they would visit a competitor’s site instead (Gomez)
46. 60 percent of mobile users expect a website to load in less than three seconds (Gomez – What Mobile Users Want)
47. Professional services websites not optimized for mobile are 24 percent more likely to have mobile visitors bounce (Televox)
48. A third of shoppers find information on their smartphone as opposed to contacting employees (Google – Mobile In Store)
49. Two-thirds of in-store shoppers prefer mobile sites to apps (Google – Mobile In store)
50. Mobile searches have a click through rate 30 percent lower than desktop (State of Search)
Key Takeaway: Google’s report about how mobile is changing in-store experiences notes that marketing to mobile users can get and keep them in your store. Follow Google’s three steps:
Image: lottech, Designing Web Interfaces, BASF – The Chemical Company (Creative Commons)
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