Aug 20, 2014

78% of mobile searches for local business info result in purchases - PC only 61%

Very interesting study by the "Local Search Association". The research is based on 8,000 US adults, so maybe we cannot transfer just every number to Europe and Germany, but interestingly enough the mobile shift takes over here, too: More searches for local business information from mobile devices lead to purchases than from tablet or desktop/PC. The study is all about "the last mile" before a purchase, and here we have results that show the mobile is not the preferred device - but obviously the most effective. And that, differently from general smartphone behaviour, searches for information are rather conducted in the browser than in the app (but a reason could be that the Google search on you mobile phone might seem like a browser search to most people).

http://searchengineland.com/study-consumers-increasingly-turn-mobile-varied-media-combinations-last-mile-200283