Mobile search: creating moments that matter

The majority of people who use mobile search to find information on consumer items and services have every intention of making a purchase.  In a study (by Nielsen and Google) researchers found that three out of every four searches trigger some sort of follow up action, including further research or a purchasing decision.Over 400 participants logged their mobile searches over a two week period in Q4 of 2012 and were asked follow up questions by the researchers.Key findings

• 73% of mobile searches trigger additional actions
• 17% of mobile searches occur ‘on the move'; 2% occur in-store
• 81% of mobile searches are driven by speed and convenience, even when people are at home with access to other devices

• 36% went on to perform additional research
• 25% visited a retailers website
• 18% shared the information
• 17% made a purchase

• 57% more likely to visit a store
• 51% more likely to make a purchase
• 39% more likely to call a business
• 30% more likely to visit a website

• 55% of conversions occur within one hour of the original mobile search
• 85% of all follow up actions occur within five hours of the original search