60 percent of Searches are from mobile devices

According to a recent report from Hitwise, nearly 60 percent of all Online Searches are now carried out on a mobile device, with some sectors reaching 72 percent.


60 percent of Searches are from mobile devices

According to a recent report from Hitwise, nearly 60 percent of all Online Searches are now carried out on a mobile device, with some sectors (Food and Beverage) reaching 72 percent.

Hitwise analyzed hundreds of millions of online search queries across multiple devices, including 3.5 million smartphones and tablets between April 10 and May 7, 2016, and included searches across all search engines. 

Hitwise found that 72 percent of all searches to a food and beverage website was carried out using a mobile device, while just 39 percent of banking searches came from a mobile device. Here are the full results:

IndustryShare of online searches initiated on a mobile device
Food and Beverage72 percent
Health68 percent
Sports68 percent
News and Media64 percent
Lifestyle62 percent
Automotive62 percent
Retail56 percent
Travel (non-maps)52 percent
Real estate / Property48 percent
Entertainment42 percent
Banking39 percent

According to the findings, mobile searches tend to serve a larger role in answering consumers’ questions earlier on the purchase journey, with navigational or brand specific searches still more likely to be conducted from a desktop.

On the other hand, location-based searches (i.e. “near me”), are almost exclusively carried out on mobile.

Other takeaways from the report include:

  • Mobile searches are more likely to be structured in the form of a question, including words such as “how”, “are”, “where”, and “is”.
  • Breaking news, medical symptoms and product recalls are heavily tilted toward mobile users.
  • While large purchases may start off with mobile searches, there is a clear transition to desktop searches as users carry out more intense research or conduct the actual transaction.
  • In what seems to fly in the face of logic, mobile searches tend to be slightly longer (character length) than desktop. For example, the average desktop search that resulted in a visit to Food & Beverage website is 2.2 words or13.8 characters in length, whereas a mobile search was 2.5 words or 15.5 characters in length.

The report further breaks down some of the main Industries, and we have highlighted the key takeaways below:

Retail

Percentage of searches initiated on mobile with the following retail search themes:

Research ThemePercentageTakeaway
24 hours82 percentMobile shoppers want to find out which shops are open.
Engagement Rings82 percentTop secret purchases, such as engagement rings are more likely to be carried out on a mobile.
Reviews82 percentShoppers are seeking information such as reviews in-store.
Layaway89 percentPoor consumers may only have a mobile device to connect to the internet.
Return Policy77 percentCounteract buyer’s remorse by making information easy to find.
Coupon77 percentConsumers can be persuaded even after entering the store.

Banking and Finance

Percentage of searches initiated on mobile with the following retail search themes:

Research ThemePercentageTakeaway
ATM84 percentConsumers that require cash will search on their phone.
30-year mortgage73 percentHomebuyers will search on their phone for information
Payday Loan70 percentLow-income consumers frequently use mobile devices.
Interest Rate65 percentWhen shopping for the best interest rates or loans, mobile is commonly used.
Car Loan58 percentLess common on mobile than mortgage searches, but still dominant.
Credit Report38 percentThe later stages of of big purchases are not so common on mobile devices.

Travel

Percentage of searches initiated on mobile with the following retail search themes:

Research ThemePercentageTakeaway
Wait time93 percentTravelers turn to mobile to find estimated wait times of security queues etc.
Places to eat88 percentTourists tend to only have mobile devices available to make searches.
Flights from66 percentTravellers looking for a destination prefer to browse on mobile.
Flights to53 percentOnce a destination has been chosen, users tend to move to the destop.
Best time to visit79 percentEarly stage travel planning is common on mobile devices.
Exchange rate34 percentFinancial topics tend to be researched more on desktops.

Food and Beverage

Percentage of searches initiated on mobile with the following retail search themes:

Research ThemePercentageTakeaway
Shots95 percentThe Bartender’s bible.
Is/Are…?88 percentIs soy sauce vegan? Quick searches for answers are predominantly mobile.
How to…82 percentCooks looking for tips.
Ideas80 percentMeal inspiration while shopping for food.
Recall80 percentFood safety concerns can strike at any time.
Calories79 percentChecking calories before eating.

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