Mobile Search Moments

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Understanding how mobile drives conversions

Understanding how mobile drives conversions

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  • 1. MobileSearchMomentsUnderstandingHowMobileDrivesConversionsMarch 2013
  • 2. 02Understanding mobile searchMobile search drivesmulti-channel conversionsMobile search drivesbehavior in the momentPerceptions of mobilesearch adsAgenda
  • 3. 03SummaryofFindingsMobile search is always on, happeningon the go, at home and at work.Mobile searches are strongly tiedto specific contexts.Mobile search triggered follow-upactions also happen very quicklyofmobilesearchesoccurathomeoratwork;17%onthegoShoppingqueriesare2xmorelikelytobeinstore3 of 4 mobile searches trigger follow-upactions, whether it be further research,a store visit, a phone call, a purchase orword-of-mouth sharing.Onaverage,eachmobilesearchtriggersnearly2follow-upactions77%55%Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.ofconversions(storevisit,phonecallorpurchase)happenwithinanhour
  • 4. QuestionsAddressed041• 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?Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.
  • 5. Methodology416 respondents were invited to log any type ofmobile search in the moment, via Nielsen Life360survey app on their mobile or tablet, for up to14 days. 6,303 searches were logged in 2 weeks*.STEP1:MOBILESEARCHDIARYDeeper probe into “outcomes” of searches viaonline questions, delivered 24+ hours after theinitial query. 1,958 responses collected.STEP2:FOLLOW-UPSURVEYExit survey at end of study answered byrespondents. 323 responses collected.STEP3:FINALINTERVIEWSource: Google/Nielsen Life360 Mobile Search Moments Q4 2012. *Average number of searches loggedper day by participants was 1.25. Sample of 70 tablet owners not included in results.05
  • 6. Understandingmobilesearch
  • 7. 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)07MobileuserssearchforawidevarietyofinformationTravelSocialArts &EntTechFood Restaurant NavigationHealthCareShopping Finance AutoNews Beauty HomeFurnishing10% 3%4%5%6%7% 3%4%7% 4%12% 2%15% 6%1%GeneralKnowledge
  • 8. ThemajorityofmobilesearchesoccurintheafternoonandeveningMidnight- 3amNoon -3pm6 - 9am 6 - 8pm3 - 6am 3 - 6pm9am -Noon8pm -Midnight3%7%17%18%2%13%19%22%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?08
  • 9. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.Base: Total mobile searches n=6,303. Q: Where are you?09mobilesearchisalwayson,whetheronthegoorathomeandwork77%ofmobilesearchesareinalocation(workorhome)likelytohaveaPCavailabletothemIn StoreOn the GoAt WorkAt Home17%9%68%2%
  • 10. 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?10mobilesearchcontextsvarybytypeofsearchArts &EntFoodIndex of Different Mobile Searches by ContextAt Home In StoreOn the Go At Work At School12127515021415419010391 9051103831138210812537101 1007792102 10169116871460129Restaurant Shopping Tech Travel83
  • 11. SpeedandconveniencearethemaindriversofmobilesearchSource: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobilesearches n=6,303. Q: Why did you search on this mobile device? (select all that apply)11Quickest wayto search53%62%Most convenientway to search17%Always use mymobile device forthis type of searchNo other optionto find info12%“Searching ona mobile device isquicker, easier andI can do it anywhere.”81%ofmobilesearchesAREdrivenbyspeed&convenience
  • 12. mobilesearchesathomeespeciallyaredrivenbyspeed&convenienceSource: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total searches n=6,303 (searchesconducted 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)1281%ofmobilesearchesAREdrivenbyspeed&convenience76%At Work76%On the Go83%At Home“It was easier on the mobiledevice as I didn’t have to getup [to] turn on the computerand wait for it to boot up.”
  • 13. Mobilesearchdrivesmulti-channelconversions
  • 14. MobilesearchdrivesvaluableoutcomesforbusinessesSource: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: Which of the following did you do on yoursmartphone? 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)1473%ofmobilesearchestriggeradditionalaction&conversions36%Continued Research25%Visited a Retailer’sWebsite17%Visited a Store17%Made a Purchase7%Called a Business18%Shared Information28% of mobile searchesresult in conversions(store visit, call, purchase)
  • 15. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: What were the outcomes of thissearch? 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?15mobilesearchdrivesonline&offlineactionsMobile + PC 17%Mobile Only 70%PC Only 13%36% ContinueResearchPC Only 13%Mobile Only 77%Mobile + PC 10%7% CallabusinessIn Person 100%17% VisitastoreorservicelocationIn Person 62%Multiple Platform 8%Mobile Only 26%PC Only 5%18% ShareInfoandWord-of-MouthMobile + PC 15%Mobile Only 71%PC Only 13%25% VisitaretailerWEBsiteIn Person 52%PC Only 10%Mobile Only 34%Multiple Platform 5%17% MakeaPurchase
  • 16. amobilesearchleadstoalmosttwoactionsonaverageSource: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completesn=1,958 Q: Which of the following did you do on your smartphone? Q: Which of the following haveyou done on laptop/desktop/tablet? Q: What other actions did you take in person?16Even more when searches happen outside the home1.89follow-upactionspermobilesearch1.98OnthegoORINASTORE
  • 17. 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: Whichof 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.17ProductandshoppingsearcheshaveahighernumberofoutcomesNumber of follow-up actions per mobile searchTravel2.20 1.44SocialArts &Ent1.71Tech1.85Food2.05Restaurant2.07 1.38NavigationHealthCare1.79Shopping2.08Finance1.45Auto2.52 1.32NewsBeauty3.56HomeFurnishing2.06 1.09GeneralKnowledge
  • 18. 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?18MobilesearchisakeypartOFTHEdecision-makingprocess45%ofallmobilesearchesaregoal-orientedandconductedtohelpmakeadecision49%64%On the GoIn a Store44%At Home47%At Work
  • 19. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.Base: Searches triggered by “needed information to make a decision” motivationn=1,009. Q: Why did you conduct this search?19Whenpeopleusemobilesearchtohelpmakeadecisiontheyare….30%morelikelytovisitaretailerwebsite51%morelikelytomakeapurchase57%morelikelytovisitastore39%morelikelytocallabusiness
  • 20. Mobilesearchdrivesbehaviorinthemoment
  • 21. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomesn=1,372 Q: How long after the search on your mobile device did you start these activities?21mobilesearchestriggerquickfollow-upsofpurchase-relatedconversionsoccurwithin1hourofinitialmobilesearch55%63% of mobile search-triggered actionsoccur within 1 hour of the initial search
  • 22. 84%offollow-upactionstriggeredbymobilesearchoccurwithin5hoursSource: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that havenon-SERP click outcomes, n=1,372. Q: How long after the search on your mobile device didyou start these activities?226%12-24 hours6%5-12 hours21%1-5 hours4%24+ hours 63%Less than 1 hour
  • 23. 81%ofconversions(storevisit,callorpurchase)triggeredbymobilesearchoccurwithin5hoursSource: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERPconversion outcomes (phone call, store visit, purchase), n=506. Q: How long after the search on yourmobile device did you start these activities?238%12-24 hours7%5-12 hours26%1-5 hours4%24+ hours 55%Less than1 hour
  • 24. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes, n=1,372Q: How long after the search on your mobile device did you start these activities?24Call a businessVisit a storeVisit retailer websiteMake a purchaseShare informationContinue research56% 29%29%51%29%54%24%24%59%59%24%61%MobilesearchestriggerquickonlineandofflineactionsLess than 1 hour1-5 hours5+ hours15%17%20%17%17%15%
  • 25. Perceptionsofmobilesearchads
  • 26. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.Base: People who participated in the study by using a smartphone, n= 416.Q: Did you notice ads during your search?2665%ofrespondentsnoticed adsduringthestudy
  • 27. Searchersaremuchmorelikelytonoticeadswhentheyareinapurchaseenvironment2715510771103At Home At Work In Store On the Go OtherAd recall indexby location86Source: Google/Nielsen Life360 Mobile Search MomentsQ4 2012. Base: Total mobile searches n=6,303.Q: Where are you?;
  • 28. Mobileadsaremosteffectiveduringgoal-orientedsearchesSource: 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?28Ad recall index by motivationPassing time Found somethinginterestingNeed info / Decidingon purchase?89 11695
  • 29. EASYSearchINformationofpeoplefindmobileadsusefulThisiswhattheysaid…59%“No extra clicks needed.  Easy to spot.”“They don’t take up muchof my small screen, and giveme just the info I can use.”29Top4thingspeoplelikeaboutmobilesearchads….• It is not annoying or invasive• It is short to the point• Speed. It is quicker to load• Ads provide relevant informationSource: Google/Nielsen Life360 Mobile Search Moments Q4 2012.Base: respondents who completed exit survey n=323.
  • 30. AppendixOverviewofsearchexperiencebycategory
  • 31. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.Base: Arts and Entertainment searches n=92531Arts&EntertainmentLocation1%In Store15%On the Go8%At Work70%At Home1%At School4%SomeoneElse’s Home0%Other PlaceOutcome63%Clicked Links35%Other11%Visiteda Store11%RetailerWebsite9%Made aPurchase33%SearchedShared Info21%Motivation28%Othermotivation40%Came acrosssomethinginteresting?27%Passing Time28%Needed infofor futureaction orpurchaseInitiatedon…3%Voice38%App2%Other App56%Web Browser0%Other
  • 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 thefollowing 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?32Mobiledrivesmulti-channelbehavior–Arts&EntMobile + PC 17%Mobile Only 73%PC Only 9%33% ContinueResearchPC Only 17%Mobile Only 65%Mobile + PC 17%4% CallabusinessIn Person 100%11% VisitastoreorservicelocationMobile + PC 15%Mobile Only 70%PC Only 14%11% VisitaretailerWEBsite21% ShareInfoandWord-of-MouthIn Person 65%Multiple Platform 7%Mobile Only 25%PC Only 3%Mobile Only 38%PC Only 15%In Person 35%Multiple Platform 12%9% MakeaPurchase
  • 33. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.Base: Food searches n=45033FOODLocation5%In Store14%On the Go8%At Work71%At Home1%At School2%SomeoneElse’s Home0%Other PlaceOutcome63%Clicked Links29%Other33%Visiteda Store21%RetailerWebsite35%Made aPurchase32%SearchedShared Info14%Motivation13%Othermotivation24%Came acrosssomethinginteresting?14%Passing Time69%Needed infofor futureaction orpurchaseInitiatedon…2%Voice36%App1%Other App60%Web Browser0%Other
  • 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?34Mobiledrivesmulti-channelbehavior–FoodMobile + PC 15%Mobile Only 82%PC Only 4%32% ContinueResearchMobile + PC 14%Mobile Only 86%PC Only 0%5% CallabusinessIn Person 100%33% VisitastoreorservicelocationMobile + PC 9%Mobile Only 84%PC Only 7%21% VisitaretailerWEBsite14% ShareInfoandWord-of-MouthIn Person 66%PC Only 3%Mobile Only 29%Multiple Platform 3%In Person 77%PC Only 3%Mobile Only 18%Multiple Platform 1%35% MakeaPurchase
  • 35. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.Base: Restaurant searches n=27235RestaurantLocation2%In Store25%On the Go12%At Work56%At Home0%At School1%SomeoneElse’s Home4%Other PlaceOutcome54%Clicked Links16%Other51%Visiteda Store22%RetailerWebsite30%Made aPurchase19%SearchedShared Info19%Motivation19%Othermotivation12%Came acrosssomethinginteresting?7%Passing Time79%Needed infofor futureaction orpurchaseInitiatedon…4%Voice43%App0%Other App53%Web Browser0%Other
  • 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?36Mobiledrivesmulti-channelbehavior–RestaurantPC Only 4%Mobile Only 96%Mobile + PC 0%19% CallabusinessIn Person 100%51% VisitastoreorservicelocationPC Only 10%Mobile Only 81%Mobile + PC 10%22% VisitaretailerWEBsite19% ShareInfoandWord-of-MouthIn Person 88%Mobile Only 4%PC Only 8%Multiple Platform 0%In Person 62%PC Only 5%Mobile Only 33%Multiple Platform 0%30% MakeaPurchasePC Only 23%Mobile Only 73%Mobile + PC 4%19% ContinueResearch
  • 37. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.Base: Shopping searches n=44137ShoppingLocation4%In Store17%On the Go7%At Work69%At Home1%At School2%SomeoneElse’s Home0%Other PlaceOutcome51%Clicked Links14%Other24%Visiteda Store51%RetailerWebsite25%Made aPurchase35%SearchedShared Info9%Motivation18%Othermotivation21%Came acrosssomethinginteresting?17%Passing Time68%Needed infofor futureaction orpurchaseInitiatedon…4%Voice38%App2%Other App56%Web Browser1%Other
  • 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?38Mobiledrivesmulti-channelbehavior–ShoppingPC Only 22%Mobile Only 57%Mobile + PC 21%35% ContinueResearchPC Only 12%Mobile Only 76%Mobile + PC 12%12% CallabusinessIn Person 100%24% VisitastoreorservicelocationMobile + PC 14%Mobile Only 76%PC Only 11%51% VisitaretailerWEBsite9% ShareInfoandWord-of-MouthIn Person 54%Multiple Platform 12%Mobile Only 27%PC Only 8%In Person 51%PC Only 13%Mobile Only 34%Multiple Platform 1%25% MakeaPurchase
  • 39. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.Base: Technology searches n=35139TechnologyLocation2%In Store11%On the Go15%At Work70%At Home1%At School1%SomeoneElse’s Home0%Other PlaceOutcome69%Clicked Links29%Other6%Visiteda Store34%RetailerWebsite13%Made aPurchase54%SearchedShared Info19%Motivation18%Othermotivation34%Came acrosssomethinginteresting?20%Passing Time60%Needed infofor futureaction orpurchaseInitiatedon…4%Voice37%App2%Other App58%Web Browser0%Other
  • 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 youdo on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?40Mobiledrivesmulti-channelbehavior–TechMobile + PC 16%Mobile Only 69%PC Only 15%54% ContinueResearchMobile + PC 30%Mobile Only 60%PC Only 10%4% CallabusinessIn Person 100%6% VisitastoreorservicelocationMobile + PC 20%Mobile Only 64%PC Only 16%34% VisitaretailerWEBsite19% ShareInfoandWord-of-MouthIn Person 58%Multiple Platform 10%Mobile Only 23%PC Only 8%Mobile Only 55%PC Only 18%In Person 18%Multiple Platform 9%13% MakeaPurchase
  • 41. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.Base: Travel searches n=10741TRAVELLocation0%In Store24%On the Go12%At Work60%At Home2%At School1%SomeoneElse’s Home1%Other PlaceOutcome55%Clicked Links45%Other8%Visiteda Store34%RetailerWebsite12%Made aPurchase43%SearchedShared Info26%Motivation22%Othermotivation23%Came acrosssomethinginteresting?13%Passing Time68%Needed infofor futureaction orpurchaseInitiatedon…1%Voice37%App1%Other App61%Web Browser0%Other
  • 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?42Mobiledrivesmulti-channelbehavior–TravelMobile Only 43%PC Only 57%Mobile + PC 0%11% CallabusinessIn Person 100%8% VisitastoreorservicelocationMobile + PC 18%Mobile Only 68%PC Only 14%34% VisitaretailerWEBsite26% ShareInfoandWord-of-MouthIn Person 59%PC Only 6%Mobile Only 29%Multiple Platform 6%Mobile Only 75%In Person 0%PC Only 25%Multiple Platform 0%12% MakeaPurchasePC Only 25%Mobile Only 57%Mobile + PC 18%43% ContinueResearch
  • 43. MobileSearchCreatingmomentsthatmatterCopyright © 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.