Performics and ROI Study: 49 Percent of Mobile Searchers Made a Mobile Purchase in Past Six Months

March 21, 2011

New research finds 84 percent of respondents on mobile Web tap search to find retailers; mobile searching pervasive throughout day, dual-screen multi-tasking popular

CHICAGO – Performics, the performance marketing agency owned by Publicis Groupe, today released results from its 2011 Mobile Search Insights Study, conducted by ROI Research Inc. The study, which focused on people who use the mobile Web at least weekly, found more than half (57 percent) use the mobile Web more than once/day, with more than three quarters (77 percent) using mobile search more than five times in the last month.

“Mobile paid search has surged as a percentage of overall paid search spending for our clients, particularly over the last 15 months,” said Daina Middleton, CEO of Performics. “We expect March to be the double digit tipping point, when mobile paid search will represent at least ten percent of paid search impressions for all Performics clients.”

Overwhelmingly, satisfaction with and adoption of mobile search rang true throughout the study:

  • 75 percent said mobile search makes their lives easier
  • 63 percent said access to mobile search has changed the way they gather information
  • 32 percent said they use mobile search more than search engines on their computers
People embrace mobile search in many areas of their lives. Use of mobile search at home topped the list with 81 percent reporting evening use, 80 percent reporting weekend use and 59 percent reporting use before work. Another 61 percent reported using mobile search at work. Respondents also revealed dual screen multi-tasking, reporting at least occasional use of mobile search while watching TV (66 percent) or using the computer (45 percent).

“People reported significant use while commuting [47 percent], attending social events [56 percent] and running errands [74 percent]. This data proves that growing smart phone adoption is permeating all aspects of everyday life,” said Middleton. “Advertisers still have an opportunity to get in early when it comes to mobile marketing and integrating marketing across screens.”

Running errands, of course, often includes shopping and making mobile purchases. In addition to the 49 percent who have made a mobile purchase in the last six months, the rules have changed when it comes to brand interaction using mobile search:
  • 84 percent look for local retailer information (phone, address, hours)
  • 82 percent find online retailers
  • 73 percent find a specific manufacturer or product Website
  • 71 percent learn about a product or service after seeing an ad
  • 68 percent find the best price for a product or service
  • 63 percent search before purchasing offline in a store or from a catalog
The 2011 Mobile Search Insights Study also examines differences in mobile search adoption and use across gender and age groups, and like all communication channels, the rules of engagement for mobile search vary from industry to industry. With this in mind, the study explores differences in mobile search adoption and use across 12 top product categories, including apparel, appliances, automotive, CPG, electronics, financial services, travel and more.

To request a complimentary copy of the 2011 Mobile Search Insights Study’s key findings, contact Addie Reed at: areed@preturn.com.

About Performics
Performics integrates the art and science of Performance Marketing to optimize digital actions that accelerate brand engagement, participation, leads and sales. Our performance specialists are certified experts and recognized thought leaders whose proficiency in paid search, SEO, feeds, social, display, mobile and affiliate empowers our clients to make smart decisions about their digital spend and increase ROI. Founded in 1998, Performics is now the performance marketing agency for ZenithOptimedia, part of VivaKi within Publicis Groupe—the world’s third largest communications group and the top global spender in search—and leverages exclusive partnerships with leading publishers for scale and innovation. Performics is headquartered in Chicago, with global hubs in London, Paris and Singapore. [Publicis Groupe, Euronext Paris: FR0000130577]

About ROI Research
ROI Research Inc. is a leader in consumer insights and multi-channel consumer behaviors. Since 2002, ROI has provided its clients with data-driven marketing strategies that optimize marketers’ ability to communicate with consumers for acquisition targeting, viral propagation and to drive consumers deeper into the engagement funnel. ROI leverages a number of proprietary tools and technologies to gain an in-depth understanding of consumer attitudes and behaviors, then works closely with its clients to develop, implement and measure the effect of strategic marketing initiatives. Top businesses that rely on ROI Research for marketing insights include: Microsoft, Google, Epsilon and Genentech. For more information, please visit http://www.roiresearch.com.

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