Marketers who are considering the use of mobile search will be interested to learn that this media channel is increasingly popular and effective. New information from ROI Research and Performics finds that more consumers are using mobile search. In addition, these consumers are also making more mobile purchases.
According to the study, consumers say the following about mobile search:
- Makes their lives easier: 75%
- Mobile search has changed the way they get information: 63%
- Use mobile search more than computer-based search: 32%
The survey focused on consumers who use the mobile web at least once a week. For many of these consumers, the mobile search function has become a handy tool throughout the day and not for just when they are away from home. Consumers are turning to mobile search at home — in the evening (81%), on weekends (80%), and before going to work in the morning (59%).
Nearly half (49%) of this consumer group has made a mobile purchase in the last 6 months. As consumers use mobile search, the vast majority wants information on local or online retailers. Other favorite destinations include manufacturer websites. Consumers also want more information about a product or service after seeing an ad elsewhere and they're especially interested in competitive pricing data – 2 key areas where mobile search can provide answers.
Mobile search is becoming so popular that Daina Middleton, CEO of Performics, expects the channel will account for 10% of all paid search this year. Middleton notes, “Advertisers still have an opportunity to get in early when it comes to mobile marketing and integrating marketing across screens.”[Source: Performics and ROI Study: 49 Percent of Mobile Searchers Made a Mobile Purchase in Past Six Months. Performics.com. 21 Mar. 2011. Web. 7 Apr. 2011]