Mobile Search Moments: Understanding How Mobile Drives Conversions

by Sabrina I. Pacifici on March 16, 2013

Google Mobile Ads Blog: “In this era of mobility, our smartphones are always with us, keeping us connected anytime and anywhere. With this constant connectivity, we’ve come to expect information (literally) right at our fingertips just a search away – whether it’s locating the nearest sushi restaurant or booking flights for your upcoming trip. In Mobile Search Moments: Understanding How Mobile Drives Conversions, we set out to understand when and why people turn to mobile search, the actions they take as a result, and how marketers can capitalize on every mobile search moment. We found that there’s an immediacy effect of mobile search, with more than half of the resulting conversions (going into a store, calling a business, or making a purchase) happening within just one hour. Working with Nielsen, we also wanted to push the standard of mobile research. It’s traditionally been difficult to quantify mobile’s full impact on driving conversions, particularly since consumer surveys are often constrained to broad recall questions. Instead, we asked participants to log their mobile searches over two weeks in a diary smartphone app – logging more than 6,000 mobile searches in total. We followed up to ask them what actions resulted from those searches, helping us draw more precise, measurable connections between mobile searches and the conversions that they drive online and offline.”

Posted in E-Commerce

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