Two Reasons Why Your Business Can’t Ignore Mobile Search

Here are two reasons why your business can no longer afford to ignore the growing local-mobile search tend.

50% of Mobile Searchers Visit the Store after Searching

Google recently partnered with Ipsos MediaCT and Purchased to conduct two custom studies¹ of over 5,000 respondents. They found that 50 percent of mobile searchers visit the store after searching.

4 in 5 Consumers Use Smartphones to Find Local Information
People use search engines to find the phone number, address, business hours, product availability or directions for a specific business they have in mind to buy from. This is a recovery search. For instance, I know the name of my local nursery but can’t remember the phone number or when they close.

But many local searchers don’t have a particular business in mind. These consumers do a discovery search to find someone—anyone—who has the product or service they desperately need.

78% of Mobile Searches Result in a Local Purchase

Neustar Localeze, comScore and 15 Miles released the findings from their seventh annual Local Search Study² of nearly 5,000 US adults conducted in December 2013. The study revealed that 78 percent of mobile searches result in a local purchase.

Local Searchers take Action
People don’t search for a local business then do nothing. These are buyers looking for a seller.

• 50% of consumers who conducted a local search on their smartphone visited a store within a day
• 78% of mobile searches resulted in a local purchase, 18% within a day

1 Understanding Consumers’ Local Search Behavior, May 2014
2 Seventh Annual Local Search Usage Study, April 2014

The Times They Are A-Changin’

A decade ago, business changed all because consumers began using computers to find the products and services they needed. Now, those computers are in the consumers’ pockets and purses, giving them the ability to use them anywhere and everywhere, which is why mobile search has become such a big deal.

This merging of telephone and computer into the device we call a smartphone has changed marketing forever. Bob Dylan said it back in ‘64, The Times They Are A-Changin’. Are you changing with it?

Come gather ‘round people
Wherever you roam
And admit that the waters
Around you have grown
And accept it that soon
You’ll be drenched to the bone
If your time to you
Is worth savin’
Then you better start swimmin’
Or you’ll sink like a stone
For the times they are a-changin’

 

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