The typical consumer who carries out a mobile search for a product takes two follow-up actions. Currently, only 7% of mobile searches are for shopping information which is lower than the 15% for arts and entertainment information and the 10% that are news-related. But, all of these numbers are growing and retailers who are looking for a competitive edge should be focusing on mobile.
New research from Nielsen and Google pinpoints consumer search activity on mobile devices for a number of categories. This data should be particularly interesting to retailers who are looking to devise effective mobile campaigns. For example, retailers will want to release their mobile campaigns in the evenings when mobile search activity jumps. 18% of these searches are carried out between 6 p.m. and 8 p.m. Mobile shopping searches are also far more likely to take place in the store. In addition, the in-store searchers notice mobile ads in that environment more than than when they are at home or on the go. This may be because shoppers are performing goal-oriented searches in the store. They are on a mission to find a particular product. Researchers found that consumers in the goal-oriented mindset also recall ads at a higher rate than if they are just browsing the news on their mobile devices.
Marketers should also realize that shoppers appreciate the convenience and instantaneous responses they get during mobile search. These shoppers are ready to take action. 63% take their next step within the hour. Here’s a snapshot of the types of follow-up steps mobile search shoppers engage in as a result of seeing an ad:
- Clicked link 51%
- Visited retailer website 51%
- Searched 35%
- Made a purchase 25%
- Visited a store 24%
Marketers should also remember that the mobile campaign is the first step in the purchase process. They should also be optimizing their sites for mobile to keep consumers interested.
If you're in retail, have you been releasing mobile campaigns in the early evening?[Source: Mobile Search. Creating Moments that Matter. Google and Nielsen. 2013. Web. 4 Apr. 2013]