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Google and nielsen's creating moments-that-matter research-study march 2013

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  • 1. Mobile SearchMomentsUnderstanding How MobileDrives ConversionsMarch 2013
  • 2. Agenda Understanding mobile search Mobile search drives multi-channel conversions Mobile search drives behavior in the moment Perceptions of mobile search ads02
  • 3. Summary of Findings Mobile search is always on, happening Mobile searches are strongly tied on the go, at home and at work. to specific contexts. 77% of mobile searches occur at home or at work; 17% on the go Shopping queries are 2x more likely to be in store 3 of 4 mobile searches trigger follow-up Mobile search triggered follow-up actions, whether it be further research, actions also happen very quickly 55% a store visit, a phone call, a purchase or word-of-mouth sharing. of conversions (store visit, On average, each mobile search phone call or purchase) triggers nearly 2 follow-up actions happen within an hour03 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.
  • 4. Questions Addressed 1 • Where, When, With Whom and How often does mobile search happen? • Why? Understanding motivations. 2 • What are the actions and conversions triggered by mobile? 3 • How do people perceive mobile advertising?04 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.
  • 5. Methodology STEP 1: MOBILE SEARCH DIARY 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*. STEP 2: FOLLOW-UP SURVEY Deeper probe into “outcomes” of searches via online questions, delivered 24+ hours after the initial query. 1,958 responses collected. STEP 3: FINAL INTERVIEW Exit survey at end of study answered by respondents. 323 responses collected.05 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. *Average number of searches logged per day by participants was 1.25. Sample of 70 tablet owners not included in results.
  • 6. Understandingmobile search
  • 7. Mobile users search for a wide variety of information 15% 12% 10% 7% 7% 6% 6% 5% 4% 4% 4% 3% 3% 2% 1% Arts & News General Shopping Food Tech Health Social Restaurant Navigation Finance Beauty Auto Travel Home Ent Knowledge Care Furnishing07 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Based: Total mobile searches n=6,303. Q: What category of information did you search for? (select all that apply)
  • 8. The majority of mobile searches occur in the afternoon and evening 22% 19% 17% 18% 13% 7% 3% 2% Midnight 3 - 6am 6 - 9am 9am - Noon - 3 - 6pm 6 - 8pm 8pm - - 3am Noon 3pm Midnight08 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303. Q: How long ago did you complete this search?
  • 9. mobile search is always on, whether on the go or at home and work 77% 68% At Home of mobile searches are in a 9% At Work location (work or home) likely 17% to have a PC available to them On the Go 2% In Store09 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303. Q: Where are you?
  • 10. mobile search contexts vary by type of search Index of Different Mobile Searches by Context At Home On the Go In Store At Work At School 275 214 190 150 154 146 125 129 121 113 116 103 108 103 101 100 102 101 91 90 83 83 82 92 87 77 69 51 37 0 Arts & Food Restaurant Shopping Tech Travel Ent10 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012 Based: total mobile searches n=6,303. Q: Where are you? Q: What category of information did you search for?
  • 11. Speed and convenience are the main drivers of mobile search 62% 53% 17% 12% Most convenient Quickest way Always use my No other option way to search to search mobile device for to find info this type of search 81% of mobile searches “Searching on ARE driven by speed a mobile device is & convenience quicker, easier and I can do it anywhere.”11 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303. Q: Why did you search on this mobile device? (select all that apply)
  • 12. mobile searches at home especially are driven by speed & convenience 81% of mobile searches ARE driven by speed & convenience 83% At Home “It was easier on the mobile device as I didn’t have to get 76% At Work up [to] turn on the computer and wait for it to boot up.” 76% On the Go Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total searches n=6,303 (searches12 conducted on to go n = 1,048; searches conducted at work = 593; searches conducted at home n = 4,314) Q: Why did you search on this mobile device? (select all that apply)
  • 13. Mobile search drivesmulti-channel conversions
  • 14. Mobile search drives valuable outcomes for businesses 73% of mobile searches trigger additional 36% Continued Research 25% Visited a Retailer’s Website 18% Shared Information action & conversions 28% of mobile searches 17% 17% 7% result in conversions (store visit, call, purchase) Visited a Store Made a Purchase Called a Business14 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person? (select all that apply)
  • 15. mobile search drives online & offline actions 36% Continue Research Mobile Only Mobile + PC PC Only 17% 13% 70% 25% WEBsite Visit a retailer Mobile Only 71% Mobile + PC 15% PC Only 13% 18% Word-of-Mouth In Person 62% Share Info and Mobile Only Multiple Platform 8% 26% PC Only 5% 17% Purchase In Person 52% Make a Mobile Only PC Only 10% 34% Multiple Platform 5% 17% service location Visit a store or In Person 100% 7% business Call a Mobile Only 77% PC Only 13% Mobile + PC 10% Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: What were the outcomes of this15 search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?
  • 16. a mobile search leads to almost two actions on average 1.89 follow-up actions per mobile search Even more when searches happen outside the home16 1.98 On the go OR IN A STORE Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?
  • 17. Product and shopping searches have a higher number of outcomes Number of follow-up actions per mobile search 3.56 2.52 2.20 2.08 2.07 2.06 2.05 1.85 1.79 1.71 1.45 1.44 1.38 1.32 1.09 Beauty Auto Travel Food Tech Restaurant Shopping Home Health Arts & Navigation Finance Social News General Furnishing Care Ent Knowledge Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: What category of information did you search for? Q: Which17 of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person? All Arts & Entertainment, Food, Restaurant, Shopping, Tech & Travel searches were eligible for a follow-up survey; other searches were only eligible if a respondent noticed advertising.
  • 18. Mobile search is a key part OF THE decision-making process 45% of all mobile searches are goal-oriented and conducted to help 64% In a Store 47% 49% On the Go 44% make a decision At Work At Home18 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303 (Searches conducted on the go n = 1,048; searches conducted at work = 593; searches conducted at home n = 4,314; search conducted in a store n = 107) Q: Why did you conduct this search?
  • 19. When people use mobile search to help make a decision they are…. 30% more likely to visit a retailer website 57% visit a store more likely to 51% make a purchase more likely to 39% call a business more likely to Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.19 Base: Searches triggered by “needed information to make a decision” motivation n=1,009. Q: Why did you conduct this search?
  • 20. Mobile search drivesbehavior in the moment
  • 21. mobile searches trigger quick follow-ups 63% of mobile search-triggered actions occur within 1 hour of the initial search 55% of purchase-related conversions occur within 1 hour of initial mobile search21 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?
  • 22. 84% of follow-up actions triggered by mobile search occur within 5 hours 4% 6% 24+ hours 63% 12-24 hours Less than 1 hour 6% 5-12 hours 21% 1-5 hours Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have22 non-SERP click outcomes, n=1,372. Q: How long after the search on your mobile device did you start these activities?
  • 23. 81%call orconversions (store visit, of purchase) triggered by mobile search occur within 5 hours 4% 8% 24+ hours 55% 12-24 hours Less than 1 hour 7% 5-12 hours 26% 1-5 hours Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP23 conversion outcomes (phone call, store visit, purchase), n=506. Q: How long after the search on your mobile device did you start these activities?
  • 24. Mobile searches trigger quick onlineand offline actions Call a business 56% 29% 15% Less than 1 hour Make a purchase 1-5 hours 54% 29% 17% 5+ hours Visit a store 51% 29% 20% Share information 59% 24% 17% Visit retailer website 59% 24% 17% Continue research 61% 24% 15%24 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes, n=1,372 Q: How long after the search on your mobile device did you start these activities?
  • 25. Perceptions ofmobile search ads
  • 26. 65% of respondents noticed ads during the study Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.26 Base: People who participated in the study by using a smartphone, n= 416. Q: Did you notice ads during your search?
  • 27. Searchers are much more likely to notice ads when they are in a purchase environment 155 Ad recall index by location 103 107 86 71 Source: Google/Nielsen Life360 Mobile Search Moments At Home At Work In Store On the Go Other27 Q4 2012. Base: Total mobile searches n=6,303. Q: Where are you?;
  • 28. Mobile ads are most effective during goal-oriented searches Ad recall index by motivation 89 95 116 ? Passing time Found something Need info / Deciding interesting on purchase28 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303. Q: Where are you?; Q: Why did you conduct this search?; Q:Did you notice any ads during your search?
  • 29. EASY 59% Top 4 things people Search INformation like about mobile search ads…. of people find • It is not annoying or invasive mobile ads useful • It is short to the point • Speed. It is quicker This is what they said… to load • Ads provide relevant information “No extra clicks needed.   Easy to spot.” “They don’t take up much of my small screen, and give me just the info I can use.”29 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: respondents who completed exit survey n=323.
  • 30. AppendixOverview of searchexperience by category
  • 31. Arts & Entertainment Location Motivation Initiated on… Outcome 70% ? 40% 56% 63% At Home Came across Web Browser Clicked Links something 15% interesting 38% 35% 28% On the Go App Other 8% Needed info for future 3% 33% At Work action or Voice Searched 21% purchase 4% 2% Someone 28% Other App Shared Info 11% Else’s Home Other 0% 1% motivation Other Visited At School 27% a Store 1% Passing Time 11% In Store Retailer Website 0% 9% Other Place Made a Purchase31 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Arts and Entertainment searches n=925
  • 32. Mobile drives multi-channel behavior – Arts & Ent 33% Continue Research Mobile Only Mobile + PC PC Only 9% 17% 73% 21% Word-of-Mouth In Person 65% Share Info and Mobile Only Multiple Platform 7% 25% PC Only 3% 11% WEBsite Visit a retailer Mobile Only 70% Mobile + PC 15% PC Only 14% 11% service location Visit a store or In Person 100% 9% Purchase Mobile Only 38% Make a In Person PC Only 15% 35% Multiple Platform 12% 4% business Call a Mobile Only 65% PC Only 17% Mobile + PC 17%32 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Arts and Entertainment searches n=620 Q: What were the outcomes of this search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?
  • 33. FOOD Location Motivation Initiated on… Outcome 71% 69% 60% 63% At Home Needed info Web Browser Clicked Links for future 14% action or purchase 36% 35% On the Go App Made a 24% Purchase ? 8% Came across 2% 33% At Work something Voice Visited interesting 5% 1% a Store In Store 14% Other App 32% 0% Passing Time 2% Searched Someone Else’s Home 13% Other 29% Other Other 1% motivation At School 21% Retailer 0% Website Other Place 14% Shared Info33 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Food searches n=450
  • 34. Mobile drives multi-channel behavior – Food 35% In Person 77% Make a Mobile Only 18% Purchase PC Only Multiple Platform 3% 1% 33% service location Visit a store or In Person 100% 32% Research Continue Mobile Only Mobile + PC PC Only 4% 15% 82% 21% WEBsite Visit a retailer Mobile Only 84% Mobile + PC 9% PC Only 7% 14% Word-of-Mouth In Person 66% Share Info and Mobile Only PC Only 3% 29% Multiple Platform 3% 5% business Call a Mobile Only 86% Mobile + PC 14% PC Only 0%34 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Food searches n=263 Q: What were the outcomes of this search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?
  • 35. Restaurant Location Motivation Initiated on… Outcome 56% 79% 53% 54% At Home Needed info Web Browser Clicked Links for future 25% action or purchase 43% 51% On the Go App Visited 12% 19% 4% a Store At Work Other motivation Voice 30% Made a 4% ? 12% 0% Purchase Other Place Came across something Other App 22% 2% interesting 0% Retailer Website 7% In Store Other 19% 1% Passing Time Searched Someone Else’s Home 19% Shared Info 0% At School 16% Other35 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Restaurant searches n=272
  • 36. Mobile drives multi-channel behavior – Restaurant 51% Visit a store or service location In Person 100% 30% In Person 62% Make a Mobile Only 33% Purchase PC Only Multiple Platform 5% 0% 22% WEBsite Visit a retailer Mobile Only 81% PC Only 10% Mobile + PC 10% 19% Research Continue Mobile Only PC Only Mobile + PC 4% 23% 73% 19% business Call a Mobile Only 96% PC Only 4% Mobile + PC 0% 19% Word-of-Mouth In Person 88% Share Info and PC Only Mobile Only 8% 4% Multiple Platform 0%36 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Restaurant searches n=140 Q: What were the outcomes of this search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?
  • 37. Shopping Location Motivation Initiated on… Outcome 69% 68% 56% 51% At Home Needed info Web Browser Clicked Links for future 17% action or purchase 38% 51% On the Go App Retailer 7% ? 21% 4% Website At Work Came across something Voice 35% interesting Searched 4% 2% 25% In Store 18% Other App Made a 1% Other 2% motivation Purchase Someone Else’s Home 17% Other 24% Visited Passing Time 1% a Store At School 14% 0% Other Other Place 9% Shared Info37 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Shopping searches n=441
  • 38. Mobile drives multi-channel behavior – Shopping 51% Visit a retailer Mobile Only 76% Mobile + PC 14% WEBsite PC Only 11% 35% Research Continue Mobile Only PC Only Mobile + PC 22% 21% 57% 25% Purchase In Person 51% Make a Mobile Only PC Only 13% 34% Multiple Platform 1% 24% service location Visit a store or In Person 100% 12% business Call a Mobile Only 76% PC Only 12% Mobile + PC 12% 9% Word-of-Mouth In Person 54% Share Info and Mobile Only Multiple Platform 12% 27% PC Only 8%38 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Shopping searches n=288 Q: What were the outcomes of this search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?
  • 39. Technology Location Motivation Initiated on… Outcome 70% 60% 58% 69% At Home Needed info Web Browser Clicked Links for future 15% action or purchase 37% 54% At Work App Searched 11% ? 34% 4% 34% Came across something Voice Retailer On the Go interesting Website 2% 2% 29% In Store 20% Other App Other 0% Passing Time 1% 19% Someone Else’s Home 18% Other Shared Info Other 1% motivation 13% At School Made a Purchase 0% 6% Other Place Visited a Store39 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Technology searches n=351
  • 40. Mobile drives multi-channel behavior – Tech 54% Continue Research Mobile Only Mobile + PC PC Only 16% 15% 69% 34% Visit a retailer Mobile Only 64% Mobile + PC 20% WEBsite PC Only 16% 19% Word-of-Mouth In Person 58% Share Info and Mobile Only Multiple Platform 10% 23% PC Only 8% 13% Purchase Mobile Only 55% Make a In Person PC Only 18% 18% Multiple Platform 9% 6% service location Visit a store or In Person 100% 4% business Call a Mobile Only 60% Mobile + PC 30% PC Only 10%40 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Technology searches n=351 Q: What were the outcomes of this search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?
  • 41. TRAVEL Location Motivation Initiated on… Outcome 60% 68% 61% 55% At Home Needed info Web Browser Clicked Links for future 24% action or purchase 37% 45% On the Go App Other ? 23% 12% Came across something 1% 43% At Work Voice Searched interesting 2% 1% 34% At School 22% Other App Retailer Other Website 1% motivation 0% 26% 13% Other Place Other Shared Info 1% Passing Time 12% Someone Else’s Home Made a Purchase 0% 8% In Store Visited a Store41 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Travel searches n=107
  • 42. Mobile drives multi-channel behavior – Travel 43% Continue Research Mobile Only PC Only Mobile + PC 25% 18% 57% 34% Visit a retailer Mobile Only 68% Mobile + PC 18% WEBsite PC Only 14% 26% Word-of-Mouth In Person 59% Share Info and Mobile Only PC Only 6% 29% Multiple Platform 6% 12% Purchase Mobile Only 75% Make a PC Only In Person 0% 25% Multiple Platform 0% 11% business Call a PC Only 57% Mobile Only 43% Mobile + PC 0% 8% service location Visit a store or In Person 100%42 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Travel searches n=107 Q: What were the outcomes of this search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?
  • 43. Mobile Search Creating moments that matterCopyright © 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are registered trademarks or trademarks of CZT/ACN Trademarks, LLC. Used with permission. Other product and service names are trademarks of their respective companies.