More than half of mobile search conversions take place within an hour
New research suggests that when consumers search for products on their mobile devices, most of them intend on making a purchase. The study (conducted by Google and Nielsen) revealed that 55% of mobile users made purchases after searching, and focuses on when and why people search on their phones, the resulting actions of these searches and how marketers can benefit from the processes.
In the study, participants were required to log their mobile phone searches over a two-week period. More than 6,000 searches were recorded, and Nielsen then conducted a follow-up study in order to learn what actions had resulted from the searches.
The report provided a number of interesting findings, although the biggest of all was that just over half of searches ended with a conversion. Whether this meant contacting a business, making a purchase online or visiting a store, conversions happened within an hour, proving that mobile is arguably the most critical avenue for both business owners and search marketers.
75% of searches conducted by study participants triggered actions, ranging from research (36%), website visits (25%), store visits (17%), purchases (17%) and phone calls (7%). On average, at least two of these actions were triggered by a mobile search (although direct product searches were much more likely to have higher outcomes).
Another interesting factor involved the locations mobile searches were conducted in. It would be safe to assume that most were done on-the-go – on a bus, train or in the middle of a busy shopping area – although it turns out that the exact opposite is the case. 8 out of 10 mobile phone searches were conducted at home or in the workplace, where a desktop or laptop computer could easily be accessed.
It’s perhaps important to remember that context is key. The types of searches conducted are often strongly tied to a specific context, such as location or time of day. For example, shopping searches were more likely to be conducted in-store, highlighting an opportunity for marketers to reach out to people who are ready to take action.