Mobile Moments
Google has recently published their ‘Mobile Search Moments Study’ in partnership with Nielsen (a global market research company). The study reveals trends which give us 
insight into mobile search needs, intentions and ultimate behaviour. The report highlights the need to understand how conversions are driven by these trends, in order to analyse, report and then optimise campaigns.
Here are some of the highlighted trends from the report which analysed 6000 mobile searches.
77% of mobile searches were conducted from home or work.
This headline finding, concluded by the report, illustrates how mobile search is always relevant; even in the home or at work, where a user is likely to have a PC available to them. This supports the industry trends of mobile search overtaking PC search by 2015. Searching on your mobile in the home is easy and convenient as opposed to firing up the PC or even the tablet.
3 out of 4 mobile searches triggered a follow up
These follow-up actions are described as further research undertaken on a PC, or a visit to a shop, a phone call, a purchase or a word-of-mouth sharing experience. Also the report states a high percentage of mobile searches resulted in two or more of these follow ups.
55% of conversions (shop visit, phone call, purchase) happened within the hour.
These follow-up actions were found to happen much more quickly with mobile search than PC search. Extrapolating from the report, it seems the instant factor in mobile search intensifies the mind-set of ‘find a solution’.
Majority of mobile searches were conducted in the afternoon and evening.
The number of searches increased consistently over this period in the day
What does this mean and how can we influence this?
Ultimately a report like this confirms trends seen within the industry, but also highlights key areas within the decision making process (DMP) of a consumer. Whilst trying not to conduct ‘Consumer Behaviour 101’, (a great module btw!), a simple model flows from identifying a need, to information searching, evaluating the alternatives, making a purchase and post purchase evaluation.
It is in the area of the ‘evaluation of alternatives’, where a mobile strategy can influence by providing answers to all the questions that may be evaluated against competitors at this time. And, based on the reported speed of conversion after the evaluation process, being a stand out here across the mediums can result in more visits, calls, forms etc.
The report indicates that with mobile search there is greater opportunity for patients to assess the alternatives through all mediums and channels (i.e. making a call to one practice, viewing another practice online, and going to see another physically having found it on Google maps!).
We suggest ensuring if you haven’t already considered a mobile site, that you do so. Additionally, it’s worth checking if you have one, that your mobile strategy fulfils these trends within mobile search. Are my follow-up options up to scratch? For example, is it easy and quick to get in touch via your mobile site and website? Can a message be left after hours or a contact from filled in online in the evening?
Ensuring your mobile strategy has clear call-to-actions at all times of the day will enable you to take advantage of the growing trends within mobile search.
For more information and advice on a mobile strategy for your practice, call Dental Design 01202 677277.
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