Every savvy marketer has her eye on mobile search. As newer technologies improve how smartphones and tablets perform while on the go, consumers will increasingly integrate these devices into everyday life. BrightEdge’s first “Mobile Share” report found that mobile traffic to sites is up 125 percent year-over-year, while desktop activity only rose 12 percent in the same period of time.
BrightEdge outlined three core industries which saw significant increases in mobile traffic over the past 12 months. Mobile queries across software and technology (21x), financial services (16x) and real estate (15x) sectors all outpaced desktop activities by double-digit margins.
Research from xAd suggests geo-conquesting may play into mobile search upticks. The practice refers to the act of grabbing consumers’ attention when they’re nearby competitors’ locations via targeted mobile ads. Since 2012 the tactic has increased 10 percent, with approximately 32 percent of surveyed companies engaging in geo-conquesting.
The study found a “strong correlation between the presence of video and multimedia web content and conversions.
More Americans discover products or services through mobile search, but data shows people still aren’t comfortable converting via these devices across all industries. According to BrightEdge, media and entertainment (1.6x), travel and hospitality (0.7x) and ecommerce (0.6x) had above-average mobile website conversions compared to desktop transactions. Interestingly, smartphone users aren’t converting at the same rate as desktop owners, but consumers make just as many purchases via their tablets as stationary computers. The obvious key to mobile success is delivering a unified user experience on every device. Most already know this, as Google and other industry leaders continue to tout the importance of mobile SEO and responsive design.
BrightEdge offered another clue as to what fuels results via mobile technology. The study found a “strong correlation between the presence of video and multimedia web content and conversions. Brands optimizing their sites for smartphones should seriously consider hosting video content.”