A Google survey reveals search is the primary and most often utilized consumer mobile shopping tool for research before making purchases…
Tech giant Google polled 1,000 smartphone users earlier this year “several times a day for a week.” During the process, the company collected more than 14,000 responses to better understand mobile shopping behavior. Results demonstrate search is the go-to resource for consumer mobile shopping research before making purchases.
In the past few years, Google has successfully focused on mobile as this medium captures more and more online activity. In fact, smartphone apps now account for half of all internet use. Here’s the main takeaway from the research: “Not only is search the most used [mobile] resource, it’s the resource 87 percent of people turn to first.”
Google: Data Shows Search the Primary Consumer Mobile Shopping Tool
According to the survey data, 70 percent of in-store consumers used their smartphones to research products before purchasing. More particularly, 92 percent of consumers who used search on their devices made related purchases. The two actions that most commonly and equally preceded purchases are: use of a search engine and visits to local stores.
Google also points out consumer use of mobile devices continue throughout the purchase cycle and not just immediately before purchases. Recent Thrive Analytics data supports this behavior, demonstrating wide smartphone use for general research early in the purchase cycle. In the Thrive Analytics study, general information search at home is the most common consumer mobile shopping use.
The Google survey states 68 percent of smartphone owners use search to “help with things they want to address at some point in the future.” What’s more, 97 percent of all future need searches occur on a mobile device.
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