More and more people are routinely using mobile devices such as smartphones and tablets to access the web. For example, YouTube is predicting mobile devices will be the dominant form of accessing videos in the UK by 2013.
But are mobile devices just a more convenient replacement for the laptop or desktop PC , or are they being used differently?
All the current research shows that mobiles are definitely used differently :-
1. Mobile means Local Search
Both Google and Bing have found that a far higher proportion of mobile searches are locally focused, compared with a traditional pc. Often these searches are taking place while ‘out in the world’ rather than office-based e.g. where’s the nearest Post Office? Local restaurant deals? How do I get to…?
For websites with a local focus or content that can be localised, it therefore pays to optimise it for mobile.
2. Mobile means Now!
Research from Microsoft has shown that mobile searchers tend to use more keywords i.e. be more specific in their searches. They are often looking for information to help them make imminent buying decisions, perhaps comparison shopping while in-store. Consumers searching on a mobile will typically complete a purchase within 24 hours, whereas pc users take considerably longer.
The mobile user is ready to act, so make it easy for them with well presented information and clear calls to action including ‘click-to-call’ as well as web actions.
3. Mobile is ‘out-of-hours’
Mobile devices are used on the go through-out the day and into the evening, combining both personal and professional searches. Contrast that pc-based searches which largely track the working day.
Mobile search volumes from tablets and smartphones typically peak around 9pm.
This can have implications on customer services and choosing appropriate calls-to-action.
So the moral is clear: before you launch into mobile search marketing campaigns, make sure you will be driving traffic to at least a mobile optimized landing page and ideally a mobile optimized website.
You are targeting highly motivated, ready-to-act users searching to solve their problems as soon as possible. Be prepared for them!
For more information and assistance with mobile marketing, contact WSI Chester today.
