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Smartphones and tablets are becoming more popular and in some time in the future, they may overtake desktops as the main computing devices. These days, people browse web through their mobile devices for surfing social media sites, booking plane/movie tickets and making online purchases. Also, most businesses are now utilizing this opportunity by investing large sum of money in mobile search marketing in hopes of getting more conversions and high returns. According to a research report published by xAd and Telemetrics, up to 60% of consumers use smartphone or tablet exclusively to make a purchase decision in the categories of entertainment, telecom, auto and restaurants. The report point out that this trend is due to the increase in satisfaction with 61% of customers surveyed saying they are satisfied by the information found on mobile devices. Now, the number has reached 2% with 68 percent of customers showing satisfaction in making purchase decisions. Some other important points mentioned in the Telemetrics report include:
- The online visits made on a smartphone has rose up to 10.6 billion in 2014 when compared to 5.8 billion online visits made on a desktop PC and also the device usage vary time of day and search category. When it comes to search categories, the restaurant category witnessed significant spikes after standard business hours when compared to categories such as telecom, entertainment and auto.
- For about 40% of the consumers, mobile is their most important device for collecting information and about 5% of the consumers cited print media as their important media source.
- For trying to get in touch with local businesses, majority of the surveyed mobile users utilize location and phone number, in which 73% prefer a local number for contacting the local business than using a toll-free number.
- There has been an increase in the number of smartphone users when it comes to online shopping, from 26% in 2013 to 29% in 2014. According to the report, one in four mobile users surveyed used mobile device for the entire path of purchase starting from research, price & product comparison to conversion.
- Some of the most important mobile features/info observed by surveying mobile users among the four search categories include good online reviews, coupons/offers, close business location, access to maps/directions and easy to find contact info.
- The report also points out major factors that influence purchasing decision and few of them are right brand, right price, good reviews and location.
It’s Time for Businesses to Focus on Mobile
Businesses such as online retailers will have to focus more on mobile marketing as their revenue come from online purchases. They have to design their website that is both compatible to desktop and mobile platforms at the same time. Few years ago, search engine giant Google has warned about taking out sites that are not mobile friendly and will rank mobile sites according to their site speed. So, to gain considerable amount of mobile search traffic to your site you need to develop strategies for getting better results. You can get assistance from experts for developing solutions unique to your requirements and can expect high returns.
