How do smartphone launches, and the media surrounding them, translate into sales? This 2012 study by Google discovers that product upgrades and having the latest and greatest devices are top reasons consumers purchase new smartphones. A whopping 52% of purchase-related searches occur before launch, implying that marketers should reach customers earlier in the pre-launch period. We also discovered that an extra 25,000 mobile searches will likely increase smartphone sales 17%. One month after launch, those searches boost sales 20%, indicating that marketers should make sure to connect across screens, throughout the launch cycle.

November 2012