TRENDAFRiCA April 5, 2013
Google and Nielsen conducted a study to help understand how mobile drives conversions through search. According to Native, the key three findings are:
- Context-driven at home, vs in-store, vs. on the go, etc. Mobile search is always on, happening on the go (17%) at home and at work (77%).
- Action-oriented: ‘find more information’, ‘book a table’, ‘share with your friends’, etc. Three out of four mobile searches trigger follow up actions, whether it be further research, a store visit, a phone call, a purchase or word-of-mouth sharing. On average, each mobile search triggers nearly two follow-up actions.
- Convenience and immediacy: right here, right now, at a click of a button. Mobile search triggered follow-up actions also happen very quickly – 55% of conversions (store visit, phone call or purchase) happen within an hour.
For more mobile trends, read our TREND.Dissect Mobile report ‘The First Screen’.