Advantages of Mobile Search for Businesses
Do you know the irritating feeling when a word, be it the name of a band / movie / a person, comes up in a conversation and for the life of it you just can't remember it? I could spend the whole evening trying to remember it and rush to my laptop for an answer as soon as I'd get home...
With smart phones steadily supplanting mobile phones, this kind of thing might become just a old myth for our grandchildren!
There's no more looking up menupages the evening before and printing out google map with directions to the restaurant, no looking up museum opening times when I'm in a new town, no wait until I get home to book the tickets to that gig I've just arranged to go to with my friends, and the best part - no need to remember to do all those "things to do online" once I have some spare time and I can plant myself in front of my laptop. It's truly amazing how convenient smart phones can make your daily life.
And it turns out mobile search could prove very valuable for businesses due to the on-the-go nature of so much usage. While a search on the desktop web might indicate the very early stages of the purchase funnel, those searching via mobile are likely out and about and looking for immediately useful information—likely for a purchase, or at least a store visit.
According to research from Google and Ipsos OTX MediaCT, smartphone users performing a search are more likely to be in the later stages of the purchase funnel, continuing their research or even visiting a business, than they are to be in the early consideration phase. The most common single action after a smartphone search was to visit a store in person, done by 55% of respondents.
Overall, more than half of smartphone users made a purchase after their mobile search, whether in a store, online or via their phone.
Smartphone users searching for information on local businesses or services were also highly likely to take action. A majority of searchers visited the business’ website, got directions, or called or visited the business.
Traditional media were the biggest motivation for beginning a search on a smartphone, followed by word-of-mouth. More than one in four respondents conducted a mobile search after seeing a mobile ad, almost evenly split between search ads and display ads.