As consumers increasingly turn to their mobile phones, it is critical for businesses to understand the range of “mobile conversions” that can occur, such as phone calls, store visits, or purchases on other devices. In partnership with @Nielsen, @google analyzed over 6000 mobile searches and the actions that resulted, drawing precise and measurable connections between mobile searches and the online and offline conversions that they drive.
Here the original link:
https://www.google.com/think/research-studies/creating-moments-that-matter.html
2. Agenda
Understanding mobile search
Mobile search drives
multi-channel conversions
Mobile search drives
behavior in the moment
Perceptions of mobile
search ads
02
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 hour
03 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.
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 Furnishing
07 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 Midnight
08 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 Store
09 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
Ent
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?
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 (searches
12 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)
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 Business
14 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 this
15 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 home
16
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: Which
17 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 Home
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?
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?
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 search
21 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 have
22 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-SERP
23 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 online
and 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?
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 Other
27 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 purchase
28 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.
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
Purchase
31 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 Info
33 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%
Other
35 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 Info
37 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 Store
39 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 Store
41 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?