Among other challenges, consumers are increasingly splitting their focus between multiple screens.
In fact, about half of users now rely on more than one type of gadget in an average day, while a fifth report using another device while concurrently using a computer.
“Fluid movement between devices changes our approach to marketing,” according to the search giant’s new report. “Consumers now interact with your brand concurrently on more than one type of device, making it critical to provide the same great experience across screens.”
Of those who browse the Web in an average day, almost half do so on multiple devices, while more than seven in 10 users browse the Web on their phones or computers.
In addition, marketers can no longer count on consumers to make room in their busy lives for large screens.
Indeed, in an average day, more than a quarter of all users only use a smartphone, which is nearly two times as many as those who only use a computer.
What’s more, among those who search, nearly 4 in 10 search only on a smartphone in an average day.
As a result of this broader shift to mobile, Google is now seeing more searches happening on smartphones than on computers.
Among those categories experiencing the most growth in mobile searches, home and garden has seen increase of 45% year-over-year, while apparel and consumer electronics each experienced a 40% bounce.
The data in Google’s new report is based on findings from a behavioral measurement of a convenience sample of nearly 12,000 opt-in Google users. The data was then calibrated to reflect a U.S. demographic of 18- to 49-year-old cross-device users.