As desktop’s reach falls, mobile’s reach rises and is predicted to become the primary way people access the Internet, said eMarketer. An average 43.5 percent of participants in a Media Behavior Institute study accessed the Internet via a mobile phone each week during the period ending in January 2013, an increase of 8 percent over the period ending in July 2012. Tablet use increased by four percentage points between those same periods, and computer use decreased 5 percent.
For businesses to stay current, they should adapt their marketing strategy to accommodate – and even revolutionize – the mobile space, provide location-based content, create a responsive or mobile website or consider designing a mobile app.
Thanks the consumer electronic industry’s continuous innovation, the computing power and capabilities of traditional desktops has been condensed and mobilized in the form of smartphones and tablets. These devices have embedded themselves firmly in the tech market. Internet search used to apply solely to desktop computers, but now, with the emergence of mobile phones and tablets, new device-specific search trends have begun to materialize.
Studies have indicated mobile searches often apply to specific locational areas due to the fact users are generally seeking out nearby services and businesses. This is evidenced by the ratio that reveals a reported 1:3 mobile searches are locally-based, as opposed to 1:5 for desktops. The convenience of mobile devices results in more spontaneous search inquiries, whether it is looking up the nearest fast-food joint or attempting to find the answer to a random trivia question.
The inherent spontaneity of mobile search is also accompanied by stronger commercial tendencies. For instance, if you’re hastily looking up local car maintenance facilities via mobile search, it’s inferred you need their services sooner rather than later and are ready to pay for them now. On the flip side, if you’re spending some time perusing local car shops on your desktop, you’re probably in no real rush to make an immediate purchase. Recent marketing studies reveal that upon conducting mobile searches for a business, 61% of users will proceed to call the company and 59% will visit the location.
This concept is reinforced by Surojit Chatterjee, the head of Google’s Mobile Search division, who stated in a recent interview, “The time between intent and action is shorter on mobile actions.”
According to IgnitionOne, tablets scored 9% higher on the engagement scale than desktop computers, mainly because their users spend 17% more time perusing websites. Search advertising spending on tablets increased by a whopping 112% over the last year, and represented a grand total of 64% of mobile search expenditures. Additionally, tablets accrued a click growth of 79% and impression growth of 112%.
By 2015, it is projected that mobile internet usage will finally top its desktop counterparts, and that m-commerce sales will reach a staggering 31 billion dollars annually. The immense proliferation of smartphone and tablet devices is slowly rendering the days of steady desktop web browsing as a relic of the past.
The web search landscape is constantly fluctuating, and being aware of its trends is vital to implementing effective online campaigns and maximizing your company’s search potential.