Mobile Searchers Do It At Night

From multiple screens, we move to one screen and how people use their mobile devices to search. The numbers come from a new report called “Mobile Search Moments: Understanding How Mobile Drives Conversions.” It was put together by Google with the help of Nielsen and it involves data from over 6000 mobile searches.

There’s a lot of data in this report, so I’m just going to touch on a few of the more interesting slides — like this one:

Most mobile searches are conducted in the evening. I suppose this has to do with the fact that most mobile searches are personal, not work related. (Those are happening on a PC.) You’re going out for lunch, so you search for a coupon. You’re rushing home late, so you search for pizza delivery. Once you’re settled in for the night, you search for a plumber to fix the leaky faucet, tickets to the movies, and stuff you need to buy.

Here’s more – 77% of mobile searchers have a PC nearby but they don’t use it. Makes sense because it’s easier to grab your phone out of your pocket, then go sit at your desk and start up a computer. But think about what that means. Instead of getting a full monitor screen full of search results, they’re getting a limited number of returns on a small screen. Now, more than ever, your result HAS to be in the top five if you want to be noticed.

Okay, let’s go to the next step.

73% of mobile searches trigger additional actions or conversions. The average mobile search leads to two follow up actions and it all happens pretty fast.

This is good. A little over half of everyone who finds you in search will take some action and move to the next step. Luckily, only 7% called the business because phone calls usually lead to lousy customer service. Especially when you add in the fact that most people are doing this late in the day.

25% followed up with a visit to the business’ website. After that, it’s up to you. When someone hits your site after clicking through from search, are they going to find what they came looking for? Will they be pulled in by clear but interesting text and graphics? Will they be able to quickly complete the next action (buy something, get contact info, schedule a meeting)? If you lose them here, that’s on you.

17% of mobile searches triggered a purchase and / or a visit to the store. Those are sales you would have lost if they couldn’t find you when they searched.

Here’s one more:

Searchers are more likely to notice an ad when they’re using their mobile phone while shopping in a store. I guess it’s because they’re already in a shopping frame of mind, but it’s not good news. If I have a customer wandering my aisles, I don’t want them being tempted by mobile ads for my competitor. What’s to be done about it? How about some good, old fashioned, customer service? If you can keep customers engaged they won’t turn to their phone for more information.

Want the details? View the “Mobile Search Moments” presentation right here.