Google Study Finds 28% of Mobile Searches Result in Follow-up Conversions
Google in partnership with Nielsen has released a report that dives into the metrics of what’s driving mobile conversions. Some highlights to start off would be: Mobile search is always on, happening on the go, at home and at work. 77% of mobile searches occur at home or work, while 17% is on the go. Mobile searches are strongly tied to specific contexts – shopping queries are 2x more likely to be in store. 3/4 mobile searches trigger follow-up actions, whether it be further research, a store visit, a phone call, a purchase or word-of-mouth sharing. On average, each mobile search triggers nearly 2 follow-up actions. Mobile search triggered follow-up actions also happen very quickly, with 55% of follow-up actions taking place in the hour.
The methodology used in the study was as follows:
Step 1: Mobile Search Diary
416 respondents were invited to log any type of
mobile search in the moment, via Nielsen Life360
survey app on their mobile or tablet, for up to
14 days. 6,303 searches were logged in 2 weeks*.
Step 2: Follow-up Survey
Deeper probe into “outcomes” of searches via
online questions, delivered 24+ hours after the
initial query. 1,958 responses collected.
Step 3: Final Interview
Exit survey at end of study answered by
respondents. 323 responses collected.
Of all the searches that occured it is clear that Arts and Entertainment still reign as the leader with 15%, News in close 2nd at 12%, and General Knowledge not far behind in 3rd at 10%.
As far as WHEN these searches are taking place (note this one down). It appears as though the hours between 8pm and Midnight have the most searches with 22%, 6-8pm with 18%, 3-6pm with 19%, Noon-3pm with 17% and the rest gradually decreasing from right to left as seen in the image below.
The report also found that 68% of searches are occuring at home, 9% at work, 17% on the go, and 2% in store. Diving a little deeper as far as the context of the searches that take place in each of these locations, you can take reference from the image below.
For those of you that are looking at “What’s DRIVING mobile searches?“, two words: Speed & Convenience.
The full report which can be downloaded here – goes into detail on several other areasl, I encourage you to download it. If you’re too lazy, much like I am to finish outlining the entire report, I’d say the main takeaway is:
Understand that mobile searching is happening – everywhere. If you, or your businesses site(s) are not optimized for mobile you’re missing out on 73% of follow-up conversions that could be resulting in more customers. With 45% of all mobile searches being goal-oriented, if you’re not marketing to your customers and prospects on this channel, you may as well move your business under a rock because that’s where they’re going to think you’re hiding.
Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 6 years. You can follow Kevin on any of the social platforms below.
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