Google & Nielsens research: mobile search moments

Mobile Search
Moments
Understanding How Mobile
Drives Conversions
March 2013

Agenda
Understanding mobile search

Mobile search drives
multi-channel conversions

behavior in the moment

Perceptions of mobile
search ads

02

Summary of Findings
Mobile search is always on, happening Mobile searches are strongly tied
on the go, at home and at work. to specific contexts.

77% of mobile searches
occur at home
or at work;
17% on the go
Shopping queries are
2x more likely
to be in store

3 of 4 mobile searches trigger follow-up Mobile search triggered follow-up
actions, whether it be further research, actions also happen very quickly

55%
a store visit, a phone call, a purchase or
word-of-mouth sharing. of conversions (store visit,
On average, each mobile search phone call or purchase)
triggers nearly 2 follow-up actions happen within an hour

03 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.

Questions Addressed
1
• Where, When, With Whom and How
often does mobile search happen?

• Why? Understanding motivations.

2 • What are the actions and
conversions triggered by mobile?

3 • How do people perceive
mobile advertising?


Methodology
STEP 1: MOBILE SEARCH DIARY
416 respondents were invited to log any type of
mobile search in the moment, via Nielsen Life360
survey app on their mobile or tablet, for up to
14 days. 6,303 searches were logged in 2 weeks*.

STEP 2: FOLLOW-UP SURVEY
Deeper probe into “outcomes” of searches via
online questions, delivered 24+ hours after the
initial query. 1,958 responses collected.

STEP 3: FINAL INTERVIEW
Exit survey at end of study answered by
respondents. 323 responses collected.

05 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. *Average number of searches logged
per day by participants was 1.25. Sample of 70 tablet owners not included in results.

Mobile users search for a wide
variety of information
15% 12% 10% 7% 7% 6% 6% 5% 4% 4% 4% 3% 3% 2%
1%

Arts & News General Shopping Food Tech Health Social Restaurant Navigation Finance Beauty Auto Travel Home
Ent Knowledge Care Furnishing

07 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Based: Total mobile searches n=6,303.
Q: What category of information did you search for? (select all that apply)

The majority of mobile searches
occur in the afternoon and evening
22%
19%
17% 18%

13%

7%

3%
2%

Midnight 3 - 6am 6 - 9am 9am - Noon - 3 - 6pm 6 - 8pm 8pm -
- 3am Noon 3pm Midnight

08 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303.
Q: How long ago did you complete this search?

mobile search is always on,
whether on the go or at home and work

77%
68% At Home

of mobile searches are in a 9% At Work

location (work or home) likely 17%
to have a PC available to them On the Go

2% In Store

Base: Total mobile searches n=6,303. Q: Where are you?

mobile search contexts vary by type of search
Index of Different Mobile Searches by Context

At Home On the Go In Store At Work At School
275

214
190

150 154 146
125 129
121 113 116
103 108
103 101 100 102 101
91 90 83 83 82 92 87
77 69
51
37

0

Arts & Food Restaurant Shopping Tech Travel
Ent

10 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012 Based: total mobile searches n=6,303.
Q: Where are you? Q: What category of information did you search for?

Speed and convenience are the main
drivers of mobile search
62% 53% 17% 12%

Most convenient Quickest way Always use my No other option
way to search to search mobile device for to find info
this type of search

81%
of mobile searches “Searching on
ARE driven by speed a mobile device is
& convenience quicker, easier and
I can do it anywhere.”

11 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile
searches n=6,303. Q: Why did you search on this mobile device? (select all that apply)

mobile searches at home especially
are driven by speed & convenience

81%
of mobile searches
ARE driven by speed
& convenience 83%
At Home

“It was easier on the mobile
device as I didn’t have to get
76%
At Work
up [to] turn on the computer
and wait for it to boot up.”
76%
On the Go

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total searches n=6,303 (searches
12 conducted on to go n = 1,048; searches conducted at work = 593; searches conducted at home n = 4,314)
Q: Why did you search on this mobile device? (select all that apply)

multi-channel conversions

Mobile search drives valuable
outcomes for businesses

73%
of mobile searches
trigger additional
36%

Continued Research
25%

Visited a Retailer’s
Website
18%

Shared Information

action & conversions
28% of mobile searches 17% 17% 7%
result in conversions
(store visit, call, purchase)
Visited a Store Made a Purchase Called a Business

14 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: Which of the following did you do on your
smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person? (select all that apply)

mobile search drives online & offline actions
36% Continue
Research
Mobile Only
Mobile + PC
PC Only
17%
13%
70%

25% WEBsite
Visit a retailer Mobile Only 71%
Mobile + PC 15%
PC Only 13%

18% Word-of-Mouth
In Person 62%
Share Info and Mobile Only
Multiple Platform 8%
26%

PC Only 5%

17% Purchase
In Person 52%
Make a Mobile Only
PC Only 10%
34%


17% service location
Visit a store or In Person 100%

7% business
Call a Mobile Only 77%
PC Only 13%
Mobile + PC 10%

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: What were the outcomes of this
15 search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet?
Q: What other actions did you take in person?

a mobile search leads to almost
two actions on average

1.89 follow-up actions
per mobile search
Even more when searches happen outside the home

16
1.98 On the go
OR IN A STORE
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes
n=1,958 Q: Which of the following did you do on your smartphone? Q: Which of the following have
you done on laptop/desktop/tablet? Q: What other actions did you take in person?

Product and shopping searches have
a higher number of outcomes Number of follow-up actions per mobile search

3.56 2.52 2.20 2.08 2.07 2.06 2.05 1.85 1.79 1.71 1.45 1.44 1.38 1.32 1.09

Beauty Auto Travel Food Tech Restaurant Shopping Home Health Arts & Navigation Finance Social News General
Furnishing Care Ent Knowledge

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: What category of information did you search for? Q: Which
17 of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person? All Arts &
Entertainment, Food, Restaurant, Shopping, Tech & Travel searches were eligible for a follow-up survey; other searches were only eligible if a respondent noticed advertising.

Mobile search is a key part
OF THE decision-making process

45%
of all mobile searches
are goal-oriented and
conducted to help
64%

In a Store

47%
49%

On the Go

44%
make a decision At Work At Home

18 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303 (Searches conducted on the go n = 1,048; searches conducted at work = 593;
searches conducted at home n = 4,314; search conducted in a store n = 107) Q: Why did you conduct this search?

When people use mobile search to help
make a decision they are….
30% more likely to visit
a retailer website

57% visit a store
more likely to

51% make a purchase
more likely to

39% call a business
more likely to
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.
19 Base: Searches triggered by “needed information to make a decision” motivation
n=1,009. Q: Why did you conduct this search?

behavior in the moment

mobile searches trigger quick follow-ups
63% of mobile search-triggered actions
occur within 1 hour of the initial search

55%
of purchase-related conversions occur
within 1 hour of initial mobile search
21 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes
n=1,372 Q: How long after the search on your mobile device did you start these activities?

84% of follow-up actions
triggered by mobile search occur within 5 hours
4%
6% 24+ hours 63%
12-24 hours Less than 1 hour

6%
5-12 hours

21%
1-5 hours

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have
22 non-SERP click outcomes, n=1,372. Q: How long after the search on your mobile device did
you start these activities?

81%call orconversions
(store visit,
of purchase) triggered by mobile
search occur within 5 hours
4%
8% 24+ hours 55%
12-24 hours Less than
1 hour
7%
5-12 hours

26%
1-5 hours

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP
23 conversion outcomes (phone call, store visit, purchase), n=506. Q: How long after the search on your
mobile device did you start these activities?

Mobile searches trigger quick online
and offline actions
Call a business
56% 29% 15% Less than 1 hour

Make a purchase 1-5 hours

54% 29% 17% 5+ hours

Visit a store
51% 29% 20%
Share information
59% 24% 17%
Visit retailer website
59% 24% 17%
Continue research
61% 24% 15%

24 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes, n=1,372
Q: How long after the search on your mobile device did you start these activities?

Perceptions of
mobile search ads

65%
of respondents
noticed ads
during the study
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.
26 Base: People who participated in the study by using a smartphone, n= 416.
Q: Did you notice ads during your search?

Searchers are much more likely
to notice ads when they are in a purchase environment
155
Ad recall index
by location

103 107

86
71

Source: Google/Nielsen Life360 Mobile Search Moments
At Home At Work In Store On the Go Other
27 Q4 2012. Base: Total mobile searches n=6,303.
Q: Where are you?;

Mobile ads are most effective
during goal-oriented searches
Ad recall index by motivation

89 95 116

?
Passing time Found something Need info / Deciding
interesting on purchase

28 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303.
Q: Where are you?; Q: Why did you conduct this search?; Q:Did you notice any ads during your search?

EASY
59% Top 4 things people
Search

INformation
like about mobile
search ads….
of people find • It is not annoying
or invasive

mobile ads useful • It is short to the point
• Speed. It is quicker
This is what they said… to load
• Ads provide
relevant information
“No extra clicks needed.
Easy to spot.”
“They don’t take up much
of my small screen, and give
me just the info I can use.”

Base: respondents who completed exit survey n=323.

Appendix
Overview of search
experience by category

Arts & Entertainment
Location Motivation Initiated on… Outcome
70% ? 40% 56% 63%
At Home Came across Web Browser Clicked Links
something

15% interesting
38% 35%
28%
On the Go App Other

8% Needed info
for future 3% 33%
At Work action or Voice Searched

21%
purchase
4% 2%
Someone
28% Other App Shared Info

11%
Else’s Home Other
0%
1%
motivation
Other Visited
At School
27% a Store

1% Passing Time
11%
In Store Retailer
Website

0% 9%
Other Place
Made a
Purchase

Base: Arts and Entertainment searches n=925

Mobile drives multi-channel behavior – Arts & Ent
33% Continue
Research
Mobile Only
Mobile + PC
PC Only 9%
17%
73%

21% Word-of-Mouth
In Person 65%
25%

PC Only 3%

11% WEBsite
Mobile + PC 15%
PC Only 14%


9% Purchase
Mobile Only 38%
Make a In Person
PC Only 15%
35%


4% business
PC Only 17%
Mobile + PC 17%

32 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Arts and Entertainment searches n=620 Q: What were the outcomes of this search? Q: Which of the
following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?

FOOD
71% 69% 60% 63%
At Home Needed info Web Browser Clicked Links
for future

14% action or
purchase 36% 35%
On the Go App Made a

24%
Purchase
?
8% Came across 2% 33%
At Work something Voice
Visited
interesting
5% 1% a Store

In Store 14% Other App
32%
0%
Passing Time
2%
Searched

Someone
Else’s Home
13% Other
29%
Other Other

1%
motivation

At School
21%
Retailer

0%
Website

Other Place
14%
Shared Info

Base: Food searches n=450

Mobile drives multi-channel behavior – Food
35%
In Person 77%
Make a Mobile Only 18%

Purchase PC Only
Multiple Platform
3%
1%


32% Research
Continue Mobile Only
Mobile + PC
PC Only 4%
15%
82%

21% WEBsite
Mobile + PC 9%
PC Only 7%

14% Word-of-Mouth
In Person 66%
PC Only 3%
29%


5% business
Mobile + PC 14%
PC Only 0%

34 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Food searches n=263 Q: What were the outcomes of this search?
Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?

Restaurant
56% 79% 53% 54%
for future

25% action or
purchase 43% 51%
On the Go App Visited

12% 19% 4%
a Store

At Work
Other
motivation Voice 30%
Made a

4% ? 12% 0% Purchase

Other Place Came across
something
Other App
22%
2% interesting
0% Retailer
Website

7%
In Store Other

19%
1% Passing Time
Searched
Someone
Else’s Home 19%
Shared Info
0%
At School 16%
Other

Base: Restaurant searches n=272

Mobile drives multi-channel behavior – Restaurant
51% Visit a store or
service location
In Person 100%

30%
In Person 62%
Make a Mobile Only 33%

Purchase PC Only
Multiple Platform
5%
0%

22% WEBsite
PC Only 10%
Mobile + PC 10%

19% Research
PC Only
Mobile + PC 4%
23%
73%

19% business
PC Only 4%
Mobile + PC 0%

19% Word-of-Mouth
In Person 88%
Share Info and PC Only
Mobile Only
8%
4%

36 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Restaurant searches n=140 Q: What were the outcomes of this search?

Shopping
69% 68% 56% 51%
for future

17% action or
purchase 38% 51%
On the Go App Retailer

7% ? 21% 4%
Website

At Work
Came across
something Voice 35%
interesting Searched

4% 2% 25%
Made a
1%
Other
2% motivation Purchase

Someone
Else’s Home 17%
Other
24%
Visited
Passing Time
1% a Store

At School
14%
0%
Other

Other Place
9%
Shared Info

Base: Shopping searches n=441

Mobile drives multi-channel behavior – Shopping
51% Visit a retailer Mobile Only 76%
Mobile + PC 14%

WEBsite PC Only 11%

35% Research
PC Only
Mobile + PC
22%
21%
57%

25% Purchase
In Person 51%
Make a Mobile Only
PC Only 13%
34%



12% business
PC Only 12%
Mobile + PC 12%

9% Word-of-Mouth
In Person 54%
27%

PC Only 8%

38 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Shopping searches n=288 Q: What were the outcomes of this search?

Technology
70% 60% 58% 69%
for future

15% action or
purchase 37% 54%
At Work App Searched

11%
? 34% 4% 34%
Came across
something Voice Retailer
On the Go
interesting Website

2% 2% 29%
Other
0%
Passing Time
1% 19%
Someone
Else’s Home
18% Other
Shared Info
Other

1% motivation
13%
At School Made a
Purchase

0% 6%
Other Place
Visited
a Store

Base: Technology searches n=351

Mobile drives multi-channel behavior – Tech
54% Continue
Research
Mobile Only
Mobile + PC
PC Only
16%
15%
69%

Mobile + PC 20%

WEBsite PC Only 16%

19% Word-of-Mouth
In Person 58%
23%

PC Only 8%

13% Purchase
Mobile Only 55%
Make a In Person
PC Only
18%
18%

6% service location

4% business
Mobile + PC 30%
PC Only 10%

40 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Technology searches n=351 Q: What were the outcomes of this search? Q: Which of the following did you
do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?

TRAVEL
60% 68% 61% 55%
for future

24% action or
purchase 37% 45%
On the Go App Other
? 23%
12% Came across
something
1% 43%
At Work Voice Searched
interesting

2% 1% 34%
At School 22% Other App Retailer
Other Website

1% motivation
0%
26%
13%
Other Place Other
Shared Info

1% Passing Time
12%
Someone
Else’s Home Made a
Purchase

0% 8%
In Store Visited
a Store

Base: Travel searches n=107

Mobile drives multi-channel behavior – Travel
43% Continue
Research
Mobile Only
PC Only
Mobile + PC
25%
18%
57%

Mobile + PC 18%

WEBsite PC Only 14%

26% Word-of-Mouth
In Person 59%
PC Only 6%
29%


12% Purchase
Mobile Only 75%
Make a PC Only
In Person 0%
25%


11% business
Call a PC Only 57%
Mobile Only 43%
Mobile + PC 0%

8% service location

42 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Travel searches n=107 Q: What were the outcomes of this search?

Mobile Search
Creating moments that matter

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