Matt Lawson’s published Google report, ‘I-want-to-go Moments: From Search to Store’, provides some really useful insights into user behaviour today on mobile and desktop for searches with local intent.
Below are the key take-aways that are relevent to dental practices in the UK today.
Turning to our smartphones when we need something—a forgotten word, a better price, a movie time—has become a reflex. Instead of a few moments of truth in a users day – it’s a series of “micro-moments” when we turn to mobile to act on a need. If you’ve ever used your smartphone in line at a store, on the couch watching TV, or under the table at a meeting (admit it), you know this impulse. I-want-to-know moments, I-want-to-go moments, I-want-to-do moments, and I-want-to-buy moments happen all the time.
2) “Near, me”, “Closest”, “nearby” searches are on the up
More and more, people are looking for things in their vicinity—be it a gym or a mall, a plumber, or a cup of coffee. Google search interest in “near me” has increased 34X since 2011 and nearly doubled since last year. The vast majority come from mobile—80% in Q4 2014.
3) Mobile search is increasingly the final step in consumer decison making
50% of consumers who conduct a local search on their smartphone visit a store within a day, and 18% of those searches lead to a purchase within a day.
Another survey showed that 40% of millennials looked up information about their food while in a restaurant within the last month. Similarly, “coffee near me” is a popular search on mobile, but so is “macchiato calories.”
It’s essential that brands be there in these moments that matter—when people are actively looking to learn, discover, find, or buy.
4) Local search behaviour changes over the course of a week.
It seems that convenience often trumps brand loyalty in the moment. So, simply being there isn’t enough. Brands also need to provide useful, relevant, frictionless experiences.
5) Searches are increasingly being donw using mobile for high consideartion services
People have started to search for “dermatologists near me,” “plumbers near me,” “jobs near me” and other things that are typically in a high consideration set. Today, this in-depth research doesn’t require a desktop; it’s happening in stolen moments throughout the day.