Mobile Web Impacts Shopping Significantly
Daina Middleton, CEO of Performics, says "... mobile paid search has surged as a percentage age of overall paid search spending for our clients, particularly over the last 15 months... "
Satisfaction with and adoption of mobile search rang true throughout the study:
- 75% said mobile search makes their lives easier
- 63% said access to mobile search has changed the way they gather information
- 32% said they use mobile search more than search engines on their computers
Use of mobile search at home topped the list with 81% reporting evening use, 80% reporting weekend use and 59% reporting use before work. Another 61% reported using mobile search at work. Respondents also revealed dual screen multi-tasking, reporting at least occasional use of mobile search while watching TV (66%) or using the computer (45%).
People reported significant use while:
- Commuting [47%]
- Attending social events [56%]
- Running errands [74%]
Running errands often includes shopping and making mobile purchases. In addition to the 49% who have made a mobile purchase in the last six months, the rules have changed when it comes to brand interaction using mobile search:
- 84% look for local retailer information (phone, address, hours)
- 82% find online retailers
- 73% find a specific manufacturer or product Website
- 71% learn about a product or service after seeing an ad
- 68% find the best price for a product or service
- 63% search before purchasing offline in a store or from a catalog
The study examines differences in mobile search adoption and use across gender and age groups, and across 12 top product categories, including apparel, appliances, automotive, CPG, electronics, financial services, travel and more.
To request a complimentary copy of the 2011 Mobile Search Insights Study's key findings, please visit Performics here.
JACK LOECHNER
Center for Media Research
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