How Searches on Smartphones Fit in the Purchase Funnel

This is a great article about mobile fitting into the typical buying funnel.

As smartphones become the norm and mobile internet access a part of everyday life, mobile habits are changing and online activities are growing more popular. Search, one of the top online activities overall, is becoming more important on mobile for both users and advertisers. eMarketer estimates that mobile search ad spending will make up 27% of the US mobile ad market this year, rising to 34% by 2014.

Mobile search could prove very valuable for businesses due to the on-the-go nature of so much usage. While a search on the desktop web might indicate the very early stages of the purchase funnel, those searching via mobile are likely out and about and looking for immediately useful information—likely for a purchase, or at least a store visit.

According to research from Google and Ipsos OTX MediaCT, smartphone users performing a search are more likely to be in the later stages of the purchase funnel, continuing their research or even visiting a business, than they are to be in the early consideration phase. The most common single action after a smartphone search was to visit a store in person, done by 55% of respondents.

Actions Taken as a Result of Searching for Information via Smartphone According to US Smartphone Users, Q4 2010 (% of respondents)

Overall, more than half of smartphone users made a purchase after their mobile search, whether in a store, online or via their phone.

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