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Mobile Search
Moments
Understanding How Mobile
Drives Conversions
March 2013
Agenda
       Understanding mobile search

       Mobile search drives
       multi-channel conversions

       Mobile search drives
       behavior in the moment




02
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.
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?




         Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.




    04
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.
Understanding
mobile search
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)
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?
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?
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?
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)
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)
Mobile search drives
multi-channel conversions
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)
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?
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?
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.
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?
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?
Mobile search drives
behavior in the moment
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?
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?
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?
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?
Mobile Search
                                            Creating moments that matter




Copyright © 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.

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Google Mobile Search Report

  • 1. Mobile Search Moments Understanding How Mobile Drives Conversions March 2013
  • 2. Agenda Understanding mobile search Mobile search drives multi-channel conversions Mobile search drives behavior in the moment 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? Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. 04
  • 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?
  • 25. Mobile Search Creating moments that matter Copyright © 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.