Google has recently announced its forecast that among Black Friday searches, those performed by way of a mobile device will represent 15 percent of the total.
As holiday shopping is rapidly approaching, this news is providing important insight into the way that consumers are using their mobile devices, so that merchants can improve the way that they bring traffic to their stores.
Google is making these predictions based on a study performed by its AdMob, which showed that 65 percent of the participants in its survey said that they had already used their smartphone or tablet in order to locate a business in which to make a purchase in-store.
Director of Google’s mobile ads, Michael Slinger said that the purpose of the study was to assist advertisers in understanding the opportunity presented by mobile search during the holiday shopping season. He explained that “We wanted to provide some specific mobile search insights to help advertisers best plan their holiday media campaigns.”
Further to the results regarding mobile use for Black Friday, Google anticipates a significant mobile search result volume to come from shoppers who are out at the last minute. Among all of the searches made for store locations and last minute gifts, 44 percent will have been made from a mobile device.
The mobile platform, according to Slinger, is seeing a brand new trend, which has to do with mobile searching connected with last minute shopping. That said, he agrees that this does make sense, as it makes last minute shopping much easier at a moment when there isn’t a lot of time to waste in order to buy those necessary final gifts.