A report from Ipsos and Google found that more Americans are turning to their smartphones to search the web after seeing an advertisement on television, in print publications or elsewhere. As more consumers begin using smartphones to conduct different tasks, the frequency with which they use search increases.
Twenty-seven percent of respondents said they search from a smartphone after seeing a commercial at least once per week. Moreover, 16 percent said they do so at least once every month. One-third of respondents said they never search after seeing a product or company on television.
In general, most respondents reported that they do not ever search for items after seeing ads, regardless of the platform the marketer chose. There has been some improvement, however, and the upward trend further demonstrates the value of SEO and other new media marketing channels that help boost organic search ranking.
Twenty-one percent of respondents said they search on their smartphones after seeing a product or company at least once per week. As such, TV is most likely to compel users to search, but print publications and advertisements in businesses’ locations resulted in search interest as well.
Brafton recently reported that the B2B sector has become especially dynamic for search marketing with 24.5 percent of B2B buyers conducting research on mobile devices. Targeting these prospects can be a more successful task with the use of search marketing, especially as more people increase their reliance on search.