Marketers should be well aware of the power of mobile search by now. If any of them need more convincing, Google and Nielsen’s recent report, “Mobile Search Moments: Understanding How Mobile Drives Conversions” (embedded below), should nudge them in the right direction.
Quick actions
According to the report, which is based on an analysis of more than 6,000 mobile searches and their resulting actions, 63 percent of mobile search-triggered actions happen within an hour of the initial search.
Meanwhile, 55 percent of purchase-related conversions happen within an hour of the initial mobile search, and 81 percent of all conversions (i.e., store visit, call or purchase) triggered by a mobile search occur within five hours.
Business value
The study finds that 73 percent of mobile searches lead to additional action and conversions
Network
