73% of mobile searches trigger additional action and conversions, finds Google in a study conducted in partnership with Nielsen, including 28% that result in conversions such as a store visit, call, or purchase. What’s more, these actions occur soon after search: 63% of follow-up actions and 55% of conversions occurred within an hour after the mobile search. For example, 56% who called a business following a mobile search did so within an hour of that search.
That’s because a significant 45% of mobile searches are “goal-oriented,” according to the study, meaning that they are conducted to help make a decision. The most common follow-up actions are to continue research (36%), visit a retailer website (25%), and share information and word-of-mouth (18%).
Respondents to the survey reported that mobile searches are predominantly fueled by speed (62%) and convenience (53%). Interestingly, 77% of mobile searches are conducted in a location (at home: 68%; at work; 9%) where consumers are likely to have a PC available for use.
- 76% of searches were made in the afternoon.
- An average of 1.89 follow-up actions were observed per mobile search, a number that actually rose to 1.98 when respondents were on the go or in a store.
- 65% of respondents noticed ads during their search, with recall most likely to occur while in-store.
About the Data: The study was undertaken in 3 steps:
1. 416 respondents were invited to log any type of mobile search in the moment, via Nielsen Life360 survey app on their mobile or tablet, for up to 14 days. 6,303 searches were logged in 2 weeks.
2. A follow-up survey into the outcomes of searches was conducted online, delivered 24+ hours after the initial query. 1,958 responses were collected.
3. An exist survey at the end of the study collected 323 responses.