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Exciting Proof that Mobile is a Catalyst to Conversion

This week, Google, released research on mobile searches and the ensuing consumer behavior.

For marketers seeking to tap into the potential of the mobile channel, this report (available here) has the merit of highlighting key paradigms underlying successful mobile engagement, namely:

  • Context-driven: at home, vs. in-store, vs. on the go, etc.
  • Action-oriented: “find more information”, “book a table”, “share with your friends”, etc.
  •  Convenience and immediacy: right here, right now, at a click of a button.

Without further ado, here’s what you need to remember about the research.

 

What people search for

The chart below shows the categories of information respondents are most likely to search – entertainment, news, and shopping-related items top the charts.

 

Google research 1

 

The context of the mobile search

Overall, 81% of mobile searches are driven by speed and convenience. As a result, 77% of mobile searches occur at home or at work, despite the fact that respondents had access to a desktop computer. This should come as no surprise, as mobile devices tend to be always on and within reach -no need to boot a computer.

The chart below gives a more detailed picture of how mobile search contexts depend on what is being searched for by the consumer.

 

Google research 2

 

 Post-search behaviour

This is where mobile shines, leaving any other communication channel in the dust:

  • 73% of mobile searches trigger a follow-up action, whether it be further research, a store visit, a phone call, a purchase or word-of-mouth sharing. And 63% of these actions occur within 1 hour of the search.
  • 28% of mobile searches result in purchase-related conversions (store visit, call purchase) and 55% of them occur within 1 hour.

Other statistics that are of interest are shown in the table below:

 

Google research 3

 

Conclusion

The mobile channel gives marketers plenty of new opportunities to connect with and convert their audience, while accumulating deeper consumer insights in real-time. And those looking for inspiration will find plenty of noteworthy examples and best practices on our blog (try here and here to begin with). Now it’s time to execute.

For expert advice or questions on QR Codes and mobile engagement opportunities consider reaching out:
–  Visit ScanLife.com
– Join LinkedIn Group “Exchanging Smarter Ideas on Mobile Engagement
– Or, simply contact us at sales@scanlife.com

 

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