A new study from Yahoo shows that more and more mobile searches are happening in the home, where PCs or laptops are also available. How can marketers take advantage of this?
Sometimes conventional wisdom gets it wrong, like the old assumption that mobile search only happens on the go. A recent Yahoo study of nearly 6,400 searches discovered that mobile search is not limited to consumers on the go, with about half of searches happening at home. Roughly three-quarters of mobile searches occurred in settings with an available PC or laptop, such as the home or office. And mobile search preference continues to climb, with four in 10 consumers conducting more searches on mobile devices than PCs.
The study provides marketers with an unique context to understand the role of mobile both as a critical point of influence in the shopping decision and a means to re-evaluate a campaign’s effectiveness .
Key findings include:
These days, the path to purchase looks more like a grid, with each intersection between location (home, work, store, car, and more) and device (smartphones, tablets, laptops, PCs), representing critical points of influence. Mobile searchers respond to ads at these touch points, with about half agreeing that sponsored listings could persuade them to consider an additional brand while shopping.
To deliver a message, marketers have to get consumer attention first, which is why the position of an ad within the search results is so important when consumers are on the hunt for information. Copy and content counts with mobile searchers.
Here are some pointers marketers can use to maximize the impact of mobile search:
Check out the complete Yahoo “Point of Influence” study for more details.
If you’re looking for a way to harness the power of mobile search and native ads in one place, Yahoo Gemini seamlessly blends your ads with the right content for the right audiences, right now.
To find out more about specifc mobile advertising for your dental practice, call Dental Design on 01202 677277.
This article was orginally oublished on ClickZ