Mobile / studies

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.

Key Findings

Priceline.com wanted to cater to a growing global mobile device audience while increasing traffic and conversions. Priceline.com created a mobile-friendly site with current-location search, simplified content and larger buttons, and a more streamlined checkout. Using Google Mobile Ads to promote the site, Priceline.com saw these results:

• The mobile site's share of business grew 31%
• Increased the number of unique visitors by 13.9%, increased the average duration on the site by 45%, and tripled page views
• Mobile traffic increased 50% through Adwords

Getting mobile right is more important than ever, as we see how 1 in 6 people switching banks say a poor mobile banking experience prompted them to shop for a new bank. Explore this report to learn the importance of sequential and simultaneous device usage and how marketers can retain existing banking customers and acquire new ones.

We know a lot about WHAT people are doing in the mobile space: when they use their phones, what activities they do with their phones, how many times a day they use their phones, etc. But what is missing in the marketplace is a deep understanding of the WHY the mobile space is so powerful. That is, what is the emotional relationship people truly have with the mobile space and how they make meaning there? To answer this, we conducted an anthropological study to gain a better understanding of how people feel about, relate to and find meaning in the mobile space. And ultimately we learned how brands can engage their consumers in more emotionally resonant and impactful ways.

The problem (and opportunity) is big...

While nearly 75% of users prefer a mobile-friendly site, 96% of consumers say they've encountered sites that were clearly not designed for mobile devices. This is both a big problem and a big opportunity for companies seeking to engage with mobile users.

Mobile-friendly sites turn users into customers

The fastest path to mobile customers is through a mobile-friendly site. If your site offers a great mobile experience, users are more likely to make a purchase.

• When they visited a mobile-friendly site, 74% of people say they're more likely to return to that site in the future
• 67% of mobile users say that when they visit a mobile-friendly site, they're more likely to buy a site's product or service

Not having a mobile-friendly site helps your competitors

A great mobile site experience is becoming increasingly important, and users will keep looking for a mobile-friendly site until they find one that works for them. That means your competitors will benefit if your site falls down on the job (and vice versa).

• 61% of users said that if they didn't find what they were looking for right away on a mobile site, they'd quickly move on to another site
• 79% of people who don't like what they find on one site will go back and search for another site
• 50% of people said that even if they like a business, they will use them less often if the website isn't mobile-friendly

Non-mobile friendly sites can hurt a company's reputation

It turns out that you can lose more than the sale with a bad mobile experience. A site that's not designed for mobile can leave users feeling downright frustrated, and these negative reactions translate directly to the brands themselves.

• 48% of users say they feel frustrated and annoyed when they get to a site that's not mobile-friendly
• 36% said they felt like they've wasted their time by visiting those sites
• 52% of users said that a bad mobile experience made them less likely to engage with a company
• 48% said that if a site didn't work well on their smartphones, it made them feel like the company didn't care about their business

Takeaways

While the research confirms what we already suspected -- that mobile users actively seek out and prefer to engage with mobile-friendly sites -- it's a sobering reminder of just how quickly and deeply users attitudes about companies can be shaped by mobile site experiences. Having a great mobile site is no longer just about making a few more sales. It's become a critical component of building strong brands, nurturing lasting customer relationships, and making mobile work for you.

Visit howtogomo.comto explore resources to help build a mobile-friendly website. Download the below quick sheet to share these learnings.

This Google whitepaper examines the changes in video gamer digital behaviors through the lens of millions of tablet, desktop, and mobile searches. It also explores the meaningful link that exists between online engagement and game sales. Our research uncovers the following key trends:

• More engagement: searches per gamer increased 20% year over year.
• More research: 4 in 10 searches occur before a game releases.
• More mobile: 1 in 10 searches happen on mobile devices.
• More sales: 84% of game sales can be predicted by search clicks.

Insights at your fingertips: Learn how smartphones and tablets affect the travel industry .

Today 90% of our media consumption occurs in front of a screen. As consumers balance their time between smartphones, tablets, PCs and televisions, they are learning to use these devices together to achieve their goals. This multi-screen behavior is quickly becoming the norm, and understanding it has become an imperative for businesses. Here are a few insights from Google's latest research study:

• The prevalence of sequential usage makes it imperative that businesses enable customers to save their progress between devices. Saved shopping carts, signed-in experiences or the ability to email progress to oneself helps keep consumers engaged, regardless of device used to get to you.
• During simultaneous usage, content viewed on one device can trigger specific behavior on the other. Businesses should therefore not limit their conversion goals and calls to action to only the device where they were initially displayed.
• Most of the time when TV is watched, another screen is being used. These instances present the opportune time to convey your message and inspire action. A business's TV strategy should be closely aligned and integrated with the marketing strategies for digital devices.

This compilation study combines findings from Google's annual Traveler's Road to Decision study and Google search data. Learn new insights about how leisure and business travelers research and book trips across different devices. Explore how traveler search behaviors change as smartphone and tablet adoption rates continue to grow. Key findings include:

• Travelers seek value from trusted brands. Business travelers seek convenience.
• Leisure travelers turn to search engines to plan travel online; business travelers rely more heavily on supplier sites.
• Travelers increasingly turn to mobile devices to plan and book travel.
• Most leisure travelers and 70% of affluent travelers begin researching travel online, without a specific destination or mode of travel in mind.

Did you know? More than half of apparel sales will be online influenced by the end of 2012. Google partnered with Compete to learn more about the apparel shopper's path to purchase, and in particular, their mobile and video habits as it relates to the shopping process. Here's what we found:

• Mobile devices aid discovery: Nearly half of mobile apparel shoppers discover new brands on mobile devices.
• Video drives apparel sales: 4 in 10 visited in store or retailer website as a result of watching apparel videos.
• Online apparel shoppers can't resist a good deal: Over 1 in 4 purchases are impulsive, with 73% of apparel shoppers reporting that it is because they received a good deal.

57% of business travelers and 38% of leisure travelers use their mobile device for travel information - more than doubling in just 3 years time. Google and Ipsos studied business, leisure and affluent travelers to better understand how mobile travel behaviors are taking shape. Here's a preview of what we found:

• The shift to mobile has been most significant for affluent travelers. They went from using it minimally in 2010 to almost 40% in just two years.
• 71% of affluent travelers have downloaded the app of the loyalty program to which they belong.
• Mobile ads are effective at triggering travel app downloads. 32% of mobile users who downloaded travel apps clicked on ads.

With US smartphone penetration now at 44% and 66% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 86% using their phone while doing other things such as watching TV (52%). 94% of smartphone users look for local information on their phone and 90% take action a result.
• Smartphones are critical shopping tools with 96% having researched a product or service on their device. 35% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 89% of smartphone users. Smartphones are also a critical component of traditional advertising as 66% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.