It’s a mobile search world

3 Comments | This entry was posted in Mobile, Research

Mobile site design, mobile apps, mobile payments. Retailers and brands have a lot to optimize for the vast and growing number of mobile users. But one topic that may not get enough attention in the mobile landscape is mobile search.

The impact of mobile-centric consumer behavior on the more than $20 billion search marketing business cannot be understated. Between 25 to 30 percent of all Internet search traffic will come from mobile devices by the end of 2013, indicating a fundamental evolution in the nature of consumer search.

The mobile search market is being shaped by several factors:

  • 50 percent of consumers use their mobile devices to start the search process, while almost as many (46 percent) use mobile exclusively when performing research online.
  • In Q2 2013, mobile drove 26 percent of organic search visits and 28 percent of paid clicks.
  • Google’s search algorithms will penalize “mobile laggards” – or sites that are not optimized for mobile usage – starting this fall.

The new Shop.org Snapshot on mobile search, “Shift to Mobile Search Mandates Search Strategy Evolution” explores how mobile search affects search engine optimization (SEO) and search engine marketing (SEM). Referencing research and statistics mentioned above, this analysis also recommends that retailers:

  • Understand the ROI around mobile search, particularly around cost and effectiveness, but also how it contributes to other parts of the business.
  • Tap enhancements in SEO that better encompass location, time and device.
  • Allocate budget to mobile search. For example, with mobile search ramping up, retailers are dedicating an average of 7 percent of their search budgets to search on smartphones.
  • Integrate mobile expertise into other parts of the organization such as Marketing.

This Shop.org Snapshot is a short compilation and analysis of the mobile search space for the retail industry.

Like our Snapshots? We would love your topic suggestions for future Shop.org Snapshots focused on mobile retailing, which are a big part of our Integrated Mobile Initiative. Leave your comment below or email us at content@shop.org to share your ideas.

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3 Comments

  1. Posted August 2, 2013 at 3:20 pm | Permalink

    Great stats and info here, thanks! I definitely think those lagging behind in the mobile search world, business wise, are going to suffer the consequences.

  2. Posted August 6, 2013 at 6:49 am | Permalink

    Now a days when mobile has become an essential part of our life, mobile friendly sites saves customers time and gives you a wider exposure to the web world.

  3. Posted August 21, 2013 at 6:14 pm | Permalink

    There has been a lot of discussion about the benefits of Responsive Web Design (RWD) in both consumer and business-to-business markets and we do see some of the large vendors and enterprise service providers investing in RWD. But, it is also important to note that we RWD is no longer an option for business sites – large or small. It is a competitive necessity!

    Consumers, business partners and suppliers expects to have easy, intuitive access to a business site to get information or purchase a product or service. If the site is cumbersome to use on a Smart Phone or Tablet or if it doesn’t accommodate every size screen, a business will lose customers. Consumers are more sophisticated and less patient with clumsy user interfaces.

    The evolution of RWD is a natural response to the increasing mobile, agile, flexible environment a user demands.

    Business markets are not static and, in a global market, the bottom line is always in view. If you know your customers and understand the demographics, and buying behaviors and the impact of social media and internet marketing, you know you have to provide an online presence that accommodates every device and screen size.

    Responsive Web Design

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