Planning to watch a movie? What do you do? You pick up your mobile phone check out the reviews & ratings, check the show timings & book the tickets & you are set to go. All this happens in just few minutes and by the end of it, you feel like a Superhero!
This proves that a large majority of audience is using a smartphone to search for content. They use their mobiles for emails, social media, shopping, navigation, banking, entertainment, and a lot of other things that were once difficult to access.
It is said “the average user engages with their mobile device 200 times a day”, and the average time spent on mobile phones is in excess of two hours every day. And why not our mobile phones stay with us across time, location & activities, they are one of the most personal possessions.
This creates a lot of amazing possibilities for marketers to reach consumers in the moments that really matter. This means the best place to start is with mobile centric searches―that is, searches which happen 75% of the time or more on a mobile device. This offers a powerful insight into what the people want when they’re on a smartphone, and how the marketers can win by giving them the relevant experience that they expect. It’s about being there for them and being useful.
Suppose, you are searching for a shoe store near your area, such “Near me” searches are the best examples to understand the intent & context of a consumer. These kinds of searches grew by more than 130% year over year and they’re much more common on mobile. Mobile makes up 88% of all “near me” searches, with those mobile searches growing even faster at 146% year over year. These mobile-centric I-want-to-go queries happen across almost all types of businesses, from hotels and rental cars to nail salons, coffee shop, pizza parlours, and banks.
If there is a physical location, “near me” searches are probably popular for your business too. You can see why they happen so often on mobile; when we urgently need an ATM or have the craving for ice-cream, we naturally turn to the devices in our hands to solve our need. Of course, a “near me” search is just one type of mobile centric searches.
Take a look at an example of mobile centric searches.
Hotel searches cover a wide range of types and conditions, from a business person searching for a luxury hotel to the family of four looking for a last-minute place to sleep. When it comes to mobile-centric hotel searches, the themes leading the way include:
- Near me (like “pet friendly hotels near me”)
- Cheap (like “cheap hotels in New York”)
- Price (like “motel prices”)
“Near me” searches are the clear mobile-centric winner in the hotel industry. Thus, according to the data from Hotels.com that states that 74% of mobile bookings are made for same-day check-in. This shows that near and now often go hand-in-hand. Those last-minute hotel searches really show how people turn to their mobile phones in I-really-got-to-book-something moments.
What it is for Marketers:
This shows that mobile is not just a shrunken version of desktop content. It calls for marketers to think bigger about consumers’ context and intent so that we can cater to mobile-specific situations. Instead of thinking about all the possible mobile micro-moments your brand might win, mobile centric searches help you focus. Understanding and optimizing for them helps ensure you’re there and useful for the consumer in their moment of need. Here’s how to leverage mobile centric searches in your business:
- Identify your mobile-centric searches and themes. You cannot master every moment at once, but you need to be sure of your key mobile-centric searches and especially the broader themes that rise to the top. These are places where your customers are calling out: “Please solve my need for me on mobile!”
- Be there, across the moments that matter. Try to own a larger “share of intent” on the mobile screen for these searches. These searches are where hearts & minds are increasingly being won and lost. Being there is the first step in winning.
- Find new ways to be useful. You need to know, what situations are these people in, and what are they trying to learn, do, find, or buy on their smartphone? Create a content or mobile site or app that helps the customers in these moments of need.
There are many things that you need to think about to ensure a strong mobile strategy. You can consider the above actions to drive more traffic. To know more about how to be there and be useful in consumer micro-moments, visit at “Micro-Moments: Your Guide to Winning the Shift to Mobile.”