Google is seeing huge mobile search growth and search engines are widely used by mobile device owners. However a new study
confirms that search is not the center of the mobile universe, as it is
online. I discuss many of the top-line findings of the study, conducted
by Nielsen and commissioned by Telmetrics and xAd, in my post at
Marketing Land: Study: 50 Percent Of Mobile Queries In
In a finding I didn’t talk about in that post, the data reflect that
tablet and smartphone users (in Travel, Autos and Restaurants) tend to
go directly to websites and apps more than they use search engines to
find information.
While the data vary by vertical and device category search engine
usage was secondary to direct navigation across the board. For example,
in the Travel category, tablet users went directly to familiar
sites/apps (46 percent) or apps/sites they had previously used (49
percent) more often than they used search engines (15 percent) to find
information.
Smartphone users also went directly to websites/apps in all three
verticals more often than they used search engines for information:
Travel:
- Direct navigation — 43 percent
- Search engine –24 percent
Autos:
- Direct navigation — 46 percent
- Search engine –37 percent
Restaurants:
- Direct navigation — 44 percent
- Search engine — 33 percent
In an unrelated study Nielsen found that US mobile device owners were spending 81 percent of their time in apps vs. on the mobile web.
Source: Nielsen July 2012
On the PC search is the near-universal starting point for people even
when they have a site or brand in mind. However, the data above show
that 1) mobile users spend more time with apps than the mobile web and
2) they often go directly to particular apps (or sites) without using a
search engine.
This is in no way to suggest that mobile search or Google in
particular is “in danger.” But it does argue persuasively that mobile
user behavior is different than on the PC and that the search experience
must continue to evolve and adapt in mobile. Google is trying to do
that in Jelly Bean with its voice-based “assistant” and Google Now.
Source : http://searchengineland.com
Source : http://searchengineland.com
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