Consumers aren’t just looking into products, services, and companies while they’re on the go.
The results of a recent research study conducted by Nielsen and Google Inc. regarding the ways in which smartphone searchers use their devices in terms of mobile commerce have just been released.
They found that purchases are often made relatively soon after a search has been made.
The study determined that 55 percent of mobile commerce searches that lead to a sale convert within an hour from the time that the searching was performed. Google and Nielsen also discovered that 45 percent of the searches performed over smartphones are done in order to help their users to make a decision. That figure spikes to 66 percent when the searches are conducted in store.
The mobile commerce survey identified a wide variety of smartphone shopping search trends.
The survey was entitled “Mobile Search Moments: Understanding How Mobile Drives Conversions.” According to mobile ads marketing department team member from Google, Ben Chung, “And when people use mobile search to help make a decision, they’re more likely to convert.” He also added that “So it’s important for marketers to be present during those searches while also creating ads and experiences that are relevant to this immediacy.”
It is important for companies to keep that in mind when they are marketing their mobile commerce campaigns. This is also important for Google, as they higher those companies bid, the greater the presence during searches, and therefore, the higher the search engine’s revenue will be.
The study involved the participation of 416 people. Over a period of two weeks, the participants were asked to log the mobile commerce searches that they performed using the Nielsen diary smartphone app. Those participants registered over 6,300 searches using their smartphones. This averaged approximately 11 per person each day.
Nielsen and Google then followed up by asking the respondents to reveal what actions were the result of having performed the searches so that the companies could link the search behaviors with measurable precision between searching and action – such as purchases – that follows both online and offline.