Mobile call measurement provider, Telemetrics and Mobile-location based advertising network, xAd recently teamed up to furnish us with a wonderful set of statistics focused on mobile user engagement in the U.K. The study was conducted by the guys at Nielsen and if you, like me, are generally fascinated by relevant statistics then their findings should be of great interest. More so, from a digital marketing perspective, such stats serve to empower companies and agencies as they endeavour to stay fluid in the industry.
*No animals were harmed during this study, but 1,500 “guinea pigs” were consulted on their online exploration across three areas of purchasing – specifically pertaining to the restaurant, automotive and travel industries. The participants had to have engaged in a search related to one of these areas within the previous 30 days.*
Although there’s a marked difference between PC and mobile searchers, Tablet and Smartphone users have quite clearly different methods in the way they use their device in the search process. One such example is the difference between usage in and out of the home. 81% of Tablet users are searching from within their home whereas overall 58% of Smartphone users were conducting their searches “on-the-go” (with 63% of travel-related queries being out of home). Taking that a step further, 43% of that 63% represents searches conducted at work and in the car, while restaurant searchers prefer their ride as the location of choice, searching over half of the time from their vehicle.
Mobile’s Where the Money Lies
As interesting as that is and as much as it tells us about our level of investment in mobile use across the board, from a marketing perspective this information should be a clear signal to make a mobile move. Many of us have conditioned ourselves to ignore that one fifth of our Facebook page containing targeted ads that apparently know exactly what we need, but in fact on mobile devices out of the two thirds of people who do notice mobile adverts, 1 in 5 people actually decide to click though. The calls to action that do seem to stand out the most are those that include reference to location-specific offerings, ads involving renowned brands as well as ads featuring promotions and coupons.
Only a Day Away
So why exactly should you, as a marketer, be putting pressure on clients to do a budget bump and start investing in going mobile? Because across all verticals, 66% of Smartphone users and 52% of Tablet users intend on deciding to make a purchase within 24 hours. Looking at a total search to purchase journey, mobile searchers go on to purchase 56% of the time. 80% of those searching for a bite to eat will result in purchase, whereas those exploring automobile markets and travel options will convert 44% and 47% of the time, respectively.
The reason that the three areas were chosen specifically to be included in the study was because they form the top three vertical markets in which the most mobile growth is expected to take place in the next several years. As sensible as this is, one area that perhaps should have been included is the retail sector, as clothing and technology, for example, would provide quite a contrast to the automotive market, which demands a much more calculated pre-purchasing phase. Over 65% of the time members of the study didn’t know exactly what they were searching for, which provides digital marketers with a rather gaping opportunity. That’s a fact.