Enter Google, who turned search into a multi-billion dollar industry then started to do it again with mobile. In the last year, Google’s mobile ad revenue went from 2.5 billion to 8 billion and that’s in a sector that’s barely begun to take hold.
There’s money in search because search is working. iAcquire and SurveyMonkey conducted a study and found that 70% of mobile searches lead to an online action within an hour.
The majority of folks are searching on a smartphone, but 40% use a tablet. So what happens when they hit your website? It might look great on the wide screen of an iPad, but what does it look like on a smaller Kindle Fire or a Windows phone? If the site isn’t mobile friendly, 40% of consumers will move on to their next choice.
And how about this?
That’s typical behavior in my house. I’m constantly using my iPad to search while I watch TV. I look up actors to find out more about them. I look up information about the brands I see in commercials and I’m always searching local news to find out what that teaser is all about. (There’s a killer in a Southland neighborhood, is it yours?)
The majority of mobile searchers are 18-29. 45% of this group uses mobile search daily.
What are all these people searching for?
40% of people are looking to buy something. Surprisingly, only 10% are looking for a visual response.
As far as search ads go, 65% of those surveyed said they won’t click. Ouch. But before you panic, check this out:
Small screens and in-stream placements have a lot to do with this behavior. Sure that ad has a “sponsored” logo in the corner but on my smartphone its so tiny, I can’t read it!
So let’s wrap up with some good news: 90% of users regularly check the second page of search results to find what they want.
Hear that? That’s a sigh of relief from every blog and website who lost their search ranking in the last Google update.
How’s search working out for you?