Mobile searches trump desktop searches; cross-device process critical: Google

Mobile searches trump desktop searches; cross-device process critical: Google



Mobile searches are more than the desktop searches now.  Google has confirmed this in a small para of its blog post.

Billions of times per day, consumers turn to Google for I want-to-know, I want-to-go, I want-to-do, and I want-to-buy moments. And at these times, consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.1 This presents a tremendous opportunity for marketers to reach people throughout all the new touchpoints of a consumer’s path to purchase.

What this means is that more and more searches are being done in real time.  On the go!

With this information, it is also critical to look at use of multiple devices in any search-and-purchase process.  Also called Cross-device conversions.  An example:

Here’s how it works: say someone’s browsing bicycle reviews on her phone, and clicks on a Display Network ad that takes her to a bike shop’s website. Later, when she gets home, she pulls up the shop’s site on her computer to buy the red cruiser she’s been eyeing. This is an example of a cross-device conversion from a display ad that advertisers can now measure.

Google says that 9 out of all 10 customers start an activity on one device and finish on another.

Now, this is an important reason for:

  1. Having one browser for both, desktop and smartphone, with the passwords, history etc saved and shared across the platforms
  2. Browser should be able to sync across many installations – say on different computers, smartphones etc.
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This way you can seamlessly continue the work – cross-device activity – which has become central to all the customer engagement processes.  I for one, do my map searches on desktop with the addresses I want to go to before I leave for the car.  This is all saved on my recent searches of Chrome.  The same Chrome that I access from the smartphone.  And I don’t have to remember or bring out the address from an email or contact address-book or vendor website.

So, its time to make your mobile and normal web presence more and more seamless going forward.

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