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:
- Mobile search is just one step among a series of related actions. After the initial search, users completed an average of four follow-up actions, giving marketers multiple opportunities for reaching consumers throughout the purchase cycle:
- 91 percent took another action on their mobile device
- 77 percent acted in person
- 62 percent used a PC or laptop next
- Showrooming appears to be an urban myth, with only 7 percent of searches happening in-store.
- Half of mobile shopping-related queries led to a purchase, with 69 percent of those purchases happening within five hours of search and 76 percent occurring in person at a store.
Making the Most of Mobile Search
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:
- Tip #1: Bid competitively to earn a top spot on search engine results pages, as most mobile searchers respond to the first or second listing.
- Tip #2: Test ad copy with brand names or superlative claims (like lowest or best) to drive greater engagement on mobile devices.
- Tip #3: Use mobile-specific Sitelink, Location, or Call extensions to lead searchers directly to your business.
- Tip #4: Consider that half of shopping-related queries happen at home when making location-based mobile media decisions.
Check out the complete Yahoo “Point of Influence” study for more details