The conversion rate of users who search for a particular service / product using their smartphone reaches 55% in the first hour.
Google, wanting to increase its own revenue from advertising, is actively engaged in the study of the behavior of mobile users. According to the company‘s latest analysis, conducted together with Nielsen, the conversion rate of users who are in search is very high.
They also found out:
- Users constantly resort to searching wherever they are: in public transport, shopping, visiting and so on. However, 77% of searches occur when users are at home or at work.
- Users who resort to search not only search, but also actively interact with the information found. After completing one search session, they can go looking for additional information (36%), visit a site related to their own search query (25%), visit a store (17%), buy something in it (17%) or even call someone (7%). However, here you need to understand that the research is primarily about real goods, not digital ones. The conversion rate, if we are talking about users looking for something on Google Play, is most likely significantly higher.
- Context is the key to mobile search. In the sense that most requests are directly related to where the user is currently located. For example, a request for a product is twice as likely in a store. Yes, actions initiated by mobile search occur in 55% of cases within an hour.
This, by the way, is another clear example of the benefits of branding mobile games. Let’s imagine an abstract situation: the user forms a request “soft toy”. The search engine gives out several links, including one to the plush Angry Birds. As a result, the user can buy both a toy and a mobile application.
