The top two local categories that consumers search for on their phones are shopping and food/beverage, and the least searched for category is construction, renovations, and repair, according to a recent study by Mediative.
Overall, men use their phones more than women to search in the categories of automotive/transportation and electronics (the biggest difference by gender was in those two categories). Women search more than men do for food/beverage, health/medicine, personal care, and shopping.
Below, additional key findings from the report, which was based on an eye-tracking study and an online survey of 556 Canadian adults.
Frequency of Searches
- 35% of respondents conduct personal care, shopping, and food/beverage searches on their phones 1-3 times a week.
- In contrast, travel/lodging, home/garden, and construction/renovation/repair searches are conducted much less frequently.
Search Terms by Vertical
- Auto/transportation and financial/legal mobile searches are heavily specific to the business name, as are sports/recreation and shopping searches.
- Construction/renovation/repair, and home/garden tend to be more general searches.
- The most common reason for "checking-in" is "to get discounts or coupons," closely followed by "to discover interesting things around you."
- 45% of the participants who completed the survey indicated that they have never checked in at a business. Of those people, 64% were over the age of 34.
- 20% indicated that they check in to a business at least once a week. Of those, 45% were in the age range of 18-34.
- Of the 9.9% of people who said they check in almost every day or more than once a day, 55% are in the age range of 18-34.
- When looking at a map on their phones, searchers tend to focus their gaze in the middle of the screen and move the map accordingly.
- Local searching in the mobile browser exhibits more of a "triangle" scanning behavior than in local search apps, possibly because there are organic search results with titles that people must scan, rather than just business names.
- For longer lists of results, mobile searchers tend to keep their eyes relatively still near the middle of the screen and scroll through the content, rather than looking from top to bottom, scrolling, and looking from top to bottom again.
About the research: The report was based on an online survey of 556 Canadian adults (47% male/53% female) conducted in March 2013. The eye-tracking study included 31 participants and was conducted in Mediative's lab in Toronto.
Continue reading "How Consumers Use Local Search on Their Mobile Phones" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Mobile:
Why People Opt Out of (And In to) Mobile Notifications From Brands
People say the top reasons they opt out of notifications from brands' mobile apps are because messaging is too frequent and because the notifications are not relevant, according to recent research from Airship. read this »
What People Use Their Smartphones for While at Work
People use their smartphones for a wide range of different activities during the workday, from sending emails and managing their calendars to checking social media and playing games, according to recent research from AdColony. read this »
Five SMS Campaigns for B2B Marketers to Try
B2B marketers may love email, but it can take a while for prospects to open one, even if they're interested. If you want to get people's eyes on your message in seconds, there's no better way than SMS. Here are five SMS campaign ideas. read this »
How SMS Automation Bridges the Gap Between Your Sales Team and Customers and Supports Digital Transformation
Your buyers incorporate mobile into their everyday work, so it makes sense that your marketing and sales communications should, too. SMS can transform your efficiency—and it's even more effective when combined with automation. read this »
Audiences' Attitudes Toward Mobile Ads and Apps [Infographic]
The most acceptable mobile ad format are rewarded videos (i.e., users receive some sort of reward in exchange for time spent viewing), according to recent research from AdColony. read this »
Why B2B Apps Need App Store Optimization Now More Than Ever
Recent work-from-home initiatives have created record demand for telecommuting, team chat, and employee tracking apps. If your B2B company has an app, it's time to look into app store optimization (ASO) to maximize your potential customer base. read this »