With such rapid growth in the adoption of smartphones, it’s no surprise that the use of mobile search is surging upwards as well. According to a report by Performics published on BizReport, of those who use mobile internet, 57% are searching from their mobile devices more than once a day. So when and what are they searching for?
People are using mobile search most:
- In the evenings at home (81%)
- Weekends (80%)
- Running errands (74%)
- Social events (56%)
- Commuting (47%)
- Watching TV (66%)
What are they searching for?
- Local retailer information (hours, locations, etc) (84%)
- Online retailers (82%)
- Product website (73%)
- Checking in-store/online prices before purchasing (63%)
- Searching after viewing ad (75%)
What does this mean for marketers?
These numbers further prove that connected consumers are compulsive and active shoppers while at the same time, savvy and decisive. For marketers, this means targeting mobile customers with great, timely deals that can’t be beat. An example would be exclusive deals between 5 – 9 pm published only on the mobile version of a retailer site. Since most mobile searchers are mobile e-mail checkers, retailers could target e-mail lists with exclusive timely deals built around when consumers are searching online.
In short, this study shows us that while consumers are looking for the best deals, there is an opportunity to reach them where they are with direct marketing. Since social media and direct marketing don’t usually mix, mobile may create that avenue where direct targeting and messaging is more well-received and likely to be acted on.
