50 Astonishing Mobile Search Stats and Why You Should Care, by Heather Bradway

Mobile devices, such as Smartphones and tablets, are gaining market share, they’re now people’s go-to tool for communicating, emailing, social networking, checking the time, killing time, taking photos and – increasingly – finding and researching products, services and businesses.

Here are 50 astonishing mobile search stats about the rise of mobile search, as well five takeaways that will help you get your campaigns ready.

Prevalence now and in the future:

1) Global Smartphone use will reach 2 billion by 2015 (Bloomberg)

2) Nearly half of American Smartphone owners used shopping apps in June 2012 (MarketingPilgrim)

3) 45% of users between 18 and 29 use mobile search daily (Icebreaker Consulting)

4) 31% of mobile Internet users mostly go online using cell phones (Pew 2012)

5) Across all industries, mobile traffic is increasing by 3.5% per month (Televox)

6) 35% of Smartphone owners expect to access the Internet using their phone more in the future (Televox)

7) The number of local searches on mobile devices quadrupled in 2012 (Local Search Association)

8) Of the estimated 30 billion annual mobile searches, about 12 billion are local searches (Search Engine Land)

9) Tablet users access search 73.9% of the time, more than any other activity (eMarketer)

10) Local mobile searches (85.9 billion) are projected to exceed desktop searches (84 billion) for the first time in 2015

(eMarketer)

Key Takeaway: The time to start your mobile marketing was yesterday. By the end of 2013, your marketing may look antiquated if you haven’t adopted marketing that appeals to Smartphone and tablet users. Consider responsive design, monitor how people access your site to assess whether building an application is a good idea and build more visual and shorter content.

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Tablets used whereSetting of searches

11) 77% of mobile searches occur at home or work,

even if a PC is nearby and readily available

       (Search Engine Land)

 

12) 40% of mobile searches happen between

6pm and 12pm (MarketingPilgrim)

Smartphones13) Of mobile searches, 40% occur on tablets and

60%  on Smartphones (Icebreaker Consulting)

14) Mobile  search  queries  almost  double  during  the holidays

(snaphop)

15) Shopping searches  are 2 times more likely  to be performed

in-store (Google Mobile Ads)

 

16)   Smartphone use most often occurs during travel (72%), in restaurants (64%) and in stores (63%)

(Vocus Blog)

 

17)   Tablet use most often occurs in the living room (88%) or bedroom (79%) compared to at work (24%) (Vocus)

 

18)   80%  of Smartphone owners use their device in stores to shop (Google – Mobile in Store)

 

19)   One in six Smartphone owners use mobile to assist in shopping at least once a week (Google – Mobile in Store)

Key Takeaway: “Mobile doesn’t always mean on-the-go,” says Scott Benson, Vocus SEO manager. Even if you operate a business outside of the retail space, you must prepare for searchers to access your site.

“Mobile is where your customers are searching even when they have access to a computer,” he says.

Motivation

Percentage20)   Two-thirds of in-store mobile searches are conducted to help make purchasing decisions (MarketingPilgrim)

21)   33% of mobile searches and 20% of desktop searches have a local intent (SmallBizTrends)

22)   81% of people prefer mobile for its convenience and speed (Vocus Blog)

23)   45% of mobile searches are ‘goal-oriented’

24)   59% of people make a purchase after a mobile search

25)   94% of Smartphone owners look for local information on their phone (Televox)

26) 84% of Smartphone shoppers use their devices to guide their in-store shopping experiences (Google – In-Store Search)

27) 82% of mobile shoppers use search to influence their purchasing decisions (Google – In-Store Search)

Key Takeaway: You must analyze your site and content marketing to determine if it is appealing to mobile searchers, says Scott.

Determine what terms mobile device users search and produce quick-hitting content that addresses these queries. Also look at your analytics to determine the devices people use to access your site and find the landing pages that earn the most traffic.

Actions it inspires

Mobile conversion28) 73% of  mobile  searches  trigger  follow-up  actions

(SearchEngineLand)

29) 65% of mobile searches result in a visit

(SearchEngineLand)

30) Google conducts 30 million click-to-calls each month

(SmallBizTrends)

31) 70% of mobile searches for products or services  will

result in a sale in the near future (Televox)

32) When searchers seek local information, 70% connect

with the business (Televox)

33) Searchers  are  55%  more  likely  to  notice ads when

they’re in a store (Google – Mobile In Store)

34) Searchers using mobile to help make a decision are 30% likelier to visit a retail website (Google – Creating Moments  

       That Matter)

35) Mobile searchers to aid buying decisions result in a 57% higher likelihood that the searcher visits a store

       (Google – Creating Moments That Matter)

36) Mobile searchers are 51% likelier to make a purchase (Google – Creating Moments That Matter)

37) Mobile searchers are 39% more likely to call after searching for information related to a buying decision

(Google – Creating Moments That Matter)

38) 81% of conversions (defined as store visits, calls or purchases) triggered by mobile search occur within five hours

      (Google – Creating Moments That Matter)

39) 65% of respondents noticed ads during the study (Google – Creating Moments That Matter)

40) Including a city name in mobile ads increases click-through rates as much as 200% (MediaPost)

41) 48% of mobile users used a device to access local content in December 2012, up from 42% in December 2011

       (Local Search Association)

42) Frequent mobile shoppers  spend 25% more in-store than those  who occasionally use Smartphone to assist shopping

(Google – Mobile in Store)

Key Takeaway: According Tim Reis, who leads Google’s mobile and social platform teams, mobile devices are personal to people, enabling marketers to connect with them better than a TV commercial ever could. Instead of shouting, look for authentic ways your brand can add value to the customer by teaching them something, making them laugh, giving them access to information or simply pass the time.

Searcher Habits and Pet Peeves

phones43) 40% will click another mobile result  if  a site’s not mobile friendly

       (Icebreaker Consulting)

44) 46% of  mobile users  say they are  unlikely to return  to a website they had trouble accessing from their phone (Gomez)

45) 34% said they would visit a competitor’s site instead (Gomez)

46) 60% of mobile users expect a website to load in less than three seconds (Gomez – What Mobile Users Want)

47) Professional services websites not optimized for mobile are 24% more likely to have mobile visitors bounce

(Televox)

48) A third of shoppers find information on their Smartphone as opposed to contacting employees (Google – Mobile In  

      Store)

49) Two-thirds of in-store shoppers prefer mobile sites to apps (Google – Mobile In store)

50) Mobile searches have a click through rate 30% lower than desktop (State of Search)

Key Takeaway: Google’s report about how mobile is changing in-store experiences notes that marketing to mobile users can get and keep them in your store. Follow Google’s three steps:

  • Create a mobile website that prominently displays retail locations and phone numbers
  • Make finding product information, offers and other information about your business easy to find
  • Reach more people by adjusting your marketing message based on the shopper’s location, time of day and device

Contact BP Mobile Marketing to get started today!

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