Mobile search more common as consumers research products, locations

Published on
by Brafton Editorial
The Interactive Advertising Bureau found that more consumers are using their smartphones to access information on products and services.

A report from the Interactive Advertising Bureau suggests that companies actively looking to boost site traffic from organic search should make room in their campaigns for mobile SEO. The study found that an increasing number of consumers are turning to their smartphones and other mobile devices to find quick information related to products and services they plan to purchase.

When asked about their most recent mobile commerce activity, 28 percent said they used their mobile phone to “find product/service info.” Mobile search is frequently used for shopping research because it allows quick access compared to desktop and laptop computers. Moreover, 18 percent said they “searched for a store location,” which is becoming a more common task for users.

In general, marketers have to prepare for the growth of mobile in their web marketing campaigns. Ensuring that content marketing, social and other activities target the growing smartphone audience can help organizations appeal to prospects seeking this brand information quickly on the go or even as they shop.

Many smartphone owners are turning to their devices in unusual settings as well. The handsets have become so pervasive and useful that 47 percent of respondents said their most recent mobile commerce-related activity happened at home, with just 29 percent reporting it came while they were “out and about.” This suggests consumers frequently choose to search the mobile web even when their laptops are available.

Nonetheless, Brafton recently reported that mobile commerce activity is also popular while consumers are in stores. Many turn to their smartphones to research products they are planning to buy and to compare prices on the web.

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