Four out of Five Mobile Searchers Buy—Despite Poor Search Quality

Share this content:
Four out of Five Mobile Searchers Buy—Despite Poor Search Quality
Four out of Five Mobile Searchers Buy—Despite Poor Search Quality

More than half of all local searches end  in a purchase, but 80% of local searches made on mobile devices result in pay dirt—three quarters of the time in brick-and-mortar stores. This, despite the fact that more local searchers surveyed for the 7th Annual Neustar Localeze-15th Mile study preferred the quality of PC and laptop search to mobile (67% to 50%). Some 85% of local searches continue to be made on desktop machines.

That indicates bigger paydays for smarter mobile marketers, and the route to the pot of gold is an easy one, says the survey's sponsor. “When people are doing local search, they're looking for the name and number of a business, but now they're also looking for hours of operation and driving directions. Yet many businesses still don't provide this information,” says Mike Pycha, executive director of Neustar Localeze. “There's a tremendous opportunity here for companies to gain a competitive edge.”

Mobile marketers also could benefit by paying closer attention to their creative displays. Some 54% of the 3,000 consumers surveyed said the quality of screen designs influenced their purchase decisions.

More than 247 billion local searches took place in the U.S. in 2013. About a third sought restaurants, 27% local businesses, and 13% driving directions.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here