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Mobile Search Moments from Google & Nielsen

Mobile Search Moments: Understanding How Mobile Drives Conversions from Google & Nielsen. Understanding mobile search, how mobile search drives multi-channel conversions, how mobile search drives behavior in the moment & perceptions of mobile search ads.

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MobileSearch
Moments
UnderstandingHowMobile
DrivesConversions
March 2013
02
Understanding mobile search
Mobile search drives
multi-channel conversions
Mobile search drives
behavior in the moment
Perceptions of mobile
search ads
Agenda
03
SummaryofFindings
Mobile search is always on, happening
on the go, at home and at work.
Mobile searches are strongly tied
to specific contexts.
Mobile search triggered follow-up
actions also happen very quickly
ofmobilesearches
occurathome
oratwork;
17%onthego
Shoppingqueriesare
2xmorelikely
tobeinstore
3 of 4 mobile searches trigger follow-up
actions, whether it be further research,
a store visit, a phone call, a purchase or
word-of-mouth sharing.
Onaverage,eachmobilesearch
triggersnearly2follow-upactions
77%
55%
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.
ofconversions(storevisit,
phonecallorpurchase)
happenwithinanhour
QuestionsAddressed
04
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?
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.
Methodology
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*.
STEP1:MOBILESEARCHDIARY
Deeper probe into “outcomes” of searches via
online questions, delivered 24+ hours after the
initial query. 1,958 responses collected.
STEP2:FOLLOW-UPSURVEY
Exit survey at end of study answered by
respondents. 323 responses collected.
STEP3:FINALINTERVIEW
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.
05
Understanding
mobilesearch

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Mobile Search Moments from Google & Nielsen

  • 2. 02 Understanding mobile search Mobile search drives multi-channel conversions Mobile search drives behavior in the moment Perceptions of mobile search ads Agenda
  • 3. 03 SummaryofFindings Mobile search is always on, happening on the go, at home and at work. Mobile searches are strongly tied to specific contexts. Mobile search triggered follow-up actions also happen very quickly ofmobilesearches occurathome oratwork; 17%onthego Shoppingqueriesare 2xmorelikely tobeinstore 3 of 4 mobile searches trigger follow-up actions, whether it be further research, a store visit, a phone call, a purchase or word-of-mouth sharing. Onaverage,eachmobilesearch triggersnearly2follow-upactions 77% 55% Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. ofconversions(storevisit, phonecallorpurchase) happenwithinanhour
  • 4. QuestionsAddressed 04 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? Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.
  • 5. Methodology 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*. STEP1:MOBILESEARCHDIARY Deeper probe into “outcomes” of searches via online questions, delivered 24+ hours after the initial query. 1,958 responses collected. STEP2:FOLLOW-UPSURVEY Exit survey at end of study answered by respondents. 323 responses collected. STEP3:FINALINTERVIEW 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. 05
  • 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)07 Mobileuserssearchforawide varietyofinformation TravelSocialArts & Ent TechFood Restaurant NavigationHealth Care Shopping Finance AutoNews Beauty Home Furnishing 10% 3%4%5%6%7% 3%4%7% 4%12% 2%15% 6% 1% General Knowledge
  • 8. Themajorityofmobilesearches occurintheafternoonandevening Midnight - 3am Noon - 3pm 6 - 9am 6 - 8pm3 - 6am 3 - 6pm9am - Noon 8pm - Midnight 3% 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?09 mobilesearchisalwayson, whetheronthegoorathomeandwork 77%ofmobilesearchesareina location(workorhome)likely tohaveaPCavailabletothem In Store On the Go At Work At Home 17% 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?10 mobilesearchcontextsvarybytypeofsearch Arts & Ent Food Index of Different Mobile Searches by Context At Home In StoreOn the Go At Work At School 121 275 150 214 154 190 103 91 90 51 103 83 113 82 108 125 37 101 100 77 92 102 101 69 116 87 146 0 129 Restaurant Shopping Tech Travel 83
  • 11. Speedandconveniencearethemain driversofmobilesearch 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)11 Quickest way to search 53%62% Most convenient way to search 17% Always use my mobile device for this type of search No other option to find info 12% “Searching on a mobile device is quicker, easier and I can do it anywhere.” 81% ofmobilesearches AREdrivenbyspeed &convenience
  • 12. mobilesearchesathomeespecially aredrivenbyspeed&convenience Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total searches n=6,303 (searches 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) 12 81% ofmobilesearches AREdrivenbyspeed &convenience 76% At Work 76% On the Go 83% At Home “It was easier on the mobile device as I didn’t have to get up [to] turn on the computer and wait for it to boot up.”
  • 14. Mobilesearchdrivesvaluable outcomesforbusinesses 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)14 73%ofmobilesearches triggeradditional action&conversions 36% Continued Research 25% Visited a Retailer’s Website 17% Visited a Store 17% Made a Purchase 7% Called a Business 18% Shared Information 28% of mobile searches result 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 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? 15 mobilesearchdrivesonline&offlineactions Mobile + PC 17% Mobile Only 70% PC Only 13%36% Continue Research PC Only 13% Mobile Only 77% Mobile + PC 10%7% Calla business In Person 100% 17% Visitastoreor servicelocation In Person 62% Multiple Platform 8% Mobile Only 26% PC Only 5%18% ShareInfoand Word-of-Mouth Mobile + PC 15% Mobile Only 71% PC Only 13% 25% Visitaretailer WEBsite In Person 52% PC Only 10% Mobile Only 34% Multiple Platform 5%17% Makea Purchase
  • 16. amobilesearchleadstoalmost twoactionsonaverage 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? 16 Even more when searches happen outside the home 1.89follow-upactions permobilesearch 1.98Onthego ORINASTORE
  • 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: 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? 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. 17 Productandshoppingsearcheshave ahighernumberofoutcomesNumber of follow-up actions per mobile search Travel 2.20 1.44 SocialArts & Ent 1.71 Tech 1.85 Food 2.05 Restaurant 2.07 1.38 NavigationHealth Care 1.79 Shopping 2.08 Finance 1.45 Auto 2.52 1.32 NewsBeauty 3.56 Home Furnishing 2.06 1.09 General Knowledge
  • 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?18 Mobilesearchisakeypart OFTHEdecision-makingprocess 45%ofallmobilesearches aregoal-orientedand conductedtohelp makeadecision 49%64% On the GoIn a Store 44% At Home 47% At Work
  • 19. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches triggered by “needed information to make a decision” motivation n=1,009. Q: Why did you conduct this search? 19 Whenpeopleusemobilesearchtohelp makeadecisiontheyare…. 30%morelikelytovisit aretailerwebsite 51%morelikelyto makeapurchase 57%morelikelyto visitastore 39%morelikelyto callabusiness
  • 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?21 mobilesearchestriggerquickfollow-ups ofpurchase-relatedconversionsoccur within1hourofinitialmobilesearch 55% 63% of mobile search-triggered actions occur within 1 hour of the initial search
  • 22. 84%offollow-upactions triggeredbymobilesearchoccurwithin5hours 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 6% 12-24 hours 6% 5-12 hours 21% 1-5 hours 4% 24+ hours 63% Less than 1 hour
  • 23. 81%ofconversions(storevisit,callorpurchase)triggeredbymobile searchoccurwithin5hours Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP conversion outcomes (phone call, store visit, purchase), n=506. Q: How long after the search on your mobile device did you start these activities? 23 8% 12-24 hours 7% 5-12 hours 26% 1-5 hours 4% 24+ hours 55% Less than 1 hour
  • 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?24 Call a business Visit a store Visit retailer website Make a purchase Share information Continue research 56% 29% 29%51% 29%54% 24% 24% 59% 59% 24%61% Mobilesearchestriggerquickonline andofflineactions Less than 1 hour 1-5 hours 5+ hours 15% 17% 20% 17% 17% 15%
  • 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? 26 65%ofrespondents noticed ads duringthestudy
  • 27. Searchersaremuchmorelikely tonoticeadswhentheyareinapurchaseenvironment 27 155 107 71 103 At Home At Work In Store On the Go Other Ad recall index by location 86 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303. Q: Where are you?;
  • 28. Mobileadsaremosteffective duringgoal-orientedsearches 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?28 Ad recall index by motivation Passing time Found something interesting Need info / Deciding on purchase ? 89 11695
  • 29. EASYSearch INformation ofpeoplefind mobileadsuseful Thisiswhattheysaid… 59% “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 Top4thingspeople likeaboutmobile searchads…. • It is not annoying or invasive • It is short to the point • Speed. It is quicker to load • Ads provide relevant information Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: respondents who completed exit survey n=323.
  • 31. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Arts and Entertainment searches n=92531 Arts&Entertainment Location 1% In Store 15% On the Go 8% At Work 70% At Home 1% At School 4% Someone Else’s Home 0% Other Place Outcome 63% Clicked Links 35% Other 11% Visited a Store 11% Retailer Website 9% Made a Purchase 33% Searched Shared Info 21% Motivation 28% Other motivation 40% Came across something interesting ? 27% Passing Time 28% Needed info for future action or purchase Initiatedon… 3% Voice 38% App 2% Other App 56% Web Browser 0% 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 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?32 Mobiledrivesmulti-channelbehavior–Arts&Ent Mobile + PC 17% Mobile Only 73% PC Only 9%33% Continue Research PC Only 17% Mobile Only 65% Mobile + PC 17% 4% Calla business In Person 100% 11% Visitastoreor servicelocation Mobile + PC 15% Mobile Only 70% PC Only 14% 11% Visitaretailer WEBsite 21% ShareInfoand Word-of-Mouth In Person 65% Multiple Platform 7% Mobile Only 25% PC Only 3% Mobile Only 38% PC Only 15% In Person 35% Multiple Platform 12%9% Makea Purchase
  • 33. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Food searches n=45033 FOOD Location 5% In Store 14% On the Go 8% At Work 71% At Home 1% At School 2% Someone Else’s Home 0% Other Place Outcome 63% Clicked Links 29% Other 33% Visited a Store 21% Retailer Website 35% Made a Purchase 32% Searched Shared Info 14% Motivation 13% Other motivation 24% Came across something interesting ? 14% Passing Time 69% Needed info for future action or purchase Initiatedon… 2% Voice 36% App 1% Other App 60% Web Browser 0% 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?34 Mobiledrivesmulti-channelbehavior–Food Mobile + PC 15% Mobile Only 82% PC Only 4%32% Continue Research Mobile + PC 14% Mobile Only 86% PC Only 0% 5% Calla business In Person 100% 33% Visitastoreor servicelocation Mobile + PC 9% Mobile Only 84% PC Only 7% 21% Visitaretailer WEBsite 14% ShareInfoand Word-of-Mouth In Person 66% PC Only 3% Mobile Only 29% Multiple Platform 3% In Person 77% PC Only 3% Mobile Only 18% Multiple Platform 1%35% Makea Purchase
  • 35. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Restaurant searches n=27235 Restaurant Location 2% In Store 25% On the Go 12% At Work 56% At Home 0% At School 1% Someone Else’s Home 4% Other Place Outcome 54% Clicked Links 16% Other 51% Visited a Store 22% Retailer Website 30% Made a Purchase 19% Searched Shared Info 19% Motivation 19% Other motivation 12% Came across something interesting ? 7% Passing Time 79% Needed info for future action or purchase Initiatedon… 4% Voice 43% App 0% Other App 53% Web Browser 0% 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?36 Mobiledrivesmulti-channelbehavior–Restaurant PC Only 4% Mobile Only 96% Mobile + PC 0% 19% Calla business In Person 100% 51% Visitastoreor servicelocation PC Only 10% Mobile Only 81% Mobile + PC 10% 22% Visitaretailer WEBsite 19% ShareInfoand Word-of-Mouth In Person 88% Mobile Only 4% PC Only 8% Multiple Platform 0% In Person 62% PC Only 5% Mobile Only 33% Multiple Platform 0%30% Makea Purchase PC Only 23% Mobile Only 73% Mobile + PC 4%19% Continue Research
  • 37. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Shopping searches n=44137 Shopping Location 4% In Store 17% On the Go 7% At Work 69% At Home 1% At School 2% Someone Else’s Home 0% Other Place Outcome 51% Clicked Links 14% Other 24% Visited a Store 51% Retailer Website 25% Made a Purchase 35% Searched Shared Info 9% Motivation 18% Other motivation 21% Came across something interesting ? 17% Passing Time 68% Needed info for future action or purchase Initiatedon… 4% Voice 38% App 2% Other App 56% Web Browser 1% 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?38 Mobiledrivesmulti-channelbehavior–Shopping PC Only 22% Mobile Only 57% Mobile + PC 21%35% Continue Research PC Only 12% Mobile Only 76% Mobile + PC 12% 12% Calla business In Person 100% 24% Visitastoreor servicelocation Mobile + PC 14% Mobile Only 76% PC Only 11% 51% Visitaretailer WEBsite 9% ShareInfoand Word-of-Mouth In Person 54% Multiple Platform 12% Mobile Only 27% PC Only 8% In Person 51% PC Only 13% Mobile Only 34% Multiple Platform 1%25% Makea Purchase
  • 39. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Technology searches n=35139 Technology Location 2% In Store 11% On the Go 15% At Work 70% At Home 1% At School 1% Someone Else’s Home 0% Other Place Outcome 69% Clicked Links 29% Other 6% Visited a Store 34% Retailer Website 13% Made a Purchase 54% Searched Shared Info 19% Motivation 18% Other motivation 34% Came across something interesting ? 20% Passing Time 60% Needed info for future action or purchase Initiatedon… 4% Voice 37% App 2% Other App 58% Web Browser 0% 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 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?40 Mobiledrivesmulti-channelbehavior–Tech Mobile + PC 16% Mobile Only 69% PC Only 15%54% Continue Research Mobile + PC 30% Mobile Only 60% PC Only 10% 4% Calla business In Person 100% 6% Visitastoreor servicelocation Mobile + PC 20% Mobile Only 64% PC Only 16% 34% Visitaretailer WEBsite 19% ShareInfoand Word-of-Mouth In Person 58% Multiple Platform 10% Mobile Only 23% PC Only 8% Mobile Only 55% PC Only 18% In Person 18% Multiple Platform 9%13% Makea Purchase
  • 41. Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Travel searches n=10741 TRAVEL Location 0% In Store 24% On the Go 12% At Work 60% At Home 2% At School 1% Someone Else’s Home 1% Other Place Outcome 55% Clicked Links 45% Other 8% Visited a Store 34% Retailer Website 12% Made a Purchase 43% Searched Shared Info 26% Motivation 22% Other motivation 23% Came across something interesting ? 13% Passing Time 68% Needed info for future action or purchase Initiatedon… 1% Voice 37% App 1% Other App 61% Web Browser 0% 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?42 Mobiledrivesmulti-channelbehavior–Travel Mobile Only 43% PC Only 57% Mobile + PC 0% 11% Calla business In Person 100% 8% Visitastoreor servicelocation Mobile + PC 18% Mobile Only 68% PC Only 14% 34% Visitaretailer WEBsite 26% ShareInfoand Word-of-Mouth In Person 59% PC Only 6% Mobile Only 29% Multiple Platform 6% Mobile Only 75% In Person 0% PC Only 25% Multiple Platform 0%12% Makea Purchase PC Only 25% Mobile Only 57% Mobile + PC 18%43% Continue Research
  • 43. MobileSearchCreatingmomentsthatmatter 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.