Mobile search study
We are now operating in a multiple device world when it comes to internet search behavior – desktop computers, laptops, tablets and smartphones are all now used to access the internet.
We’ve seen a massive rise in mobile search in our client analytics. Mobile search now averages around 40% and this figure is set to continue to rise with most industry experts predicting that mobile and tablet usage will overtake desktop by the end of 2014.
Neustar recently conducted some research into mobile search behaviour – have a look at the following article which highlights the key findings.
What People are Searching for Locally
The survey results show categories of businesses that are the most popular in local search, and no surprise, restaurants are among the top:
According to the survey:
- Restaurants are searched for 23 percent of the time.
- Health and Medical at 10 percent.
- Arts and entertainment at 9 percent.
What Results Mobile Searchers Expect
Many businesses today are looking past the initial hurdle of having a mobile-optimized site, and asking, “What content do we serve our mobile users?” Well, 65 percent of smartphone users said their searches were “driven by a need for information on the go.”
“As a result, mobile phone and tablet searchers don’t want to be overwhelmed with content, but do expect details like addresses (mobile) and basic product/service information (mobile and tablet),” the survey announcement said.
How Local Searches Convert
Four out of five searches via mobile devices lead to a purchase, often within a few hours, the survey said. Compared with other devices, the mobile phone showed the highest conversion rate, with nearly 80 percent of mobile phone searches ending in a purchase.
And, nearly three out of four of those mobile phone searches that converted brought the customerinto a brick-and-mortar store.
“This research may be our clearest indication yet of the ongoing maturation of the mobile market,” said Brian Wool, vice president of content distribution at Neustar. He added that consumers “expect a consistent and navigable search functionality that serves up exactly the depth and quality of information they need.”
For more on the findings, here is an infographic highlighting the survey results:
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