According to new calculations from Google, 44% of total searches for last minute gifts and store locator terms will be from mobile devices this holiday season based on historical growth rates.
The figure is based upon Google’s analysis of shopping over the last two years, which showed that mobile shopping patterns peaked twice: first during the annual Black Friday shopping day, and, second, the last weekend prior to Christmas. Google adds that shoppers who conduct searches for products and nearby stores using their mobile devices are more likely to actually purchase something.
Those without Mobile Strategy ‘Will Lose Sales’
According to a Google AdMob survey conducted earlier this year, 65% of its survey respondents said they would indeed user their smart phone to find a business and make an in store purchase. That could translate into a big portion of sales this year as more consumers use handheld devices from smart phones to table computers.
But Google says last minute shoppers aren’t the only ones searching online before purchasing. More than 33% of consumers of both smart phone and tablet users plan to start their shopping before Thanksgiving.
“It’s clear that mobile devices and smart phones in particular are playing a hugely important role with consumers as they make their shopping decisions,” says Michael Slinger, Google’s director of mobile ads.
Noting that some 70% of Google’s major advertiser-clients still didn’t have an optimized mobile presence when surveyed in February, Greg Sterling of Search Engine Land adds,
“These data, as well as a near flood of other information coming almost daily, show unmistakable and accelerating consumer adoption of mobile. And those retailers and marketers that aren’t yet fully optimized for mobile or don’t have a mobile paid search strategy (separate from the PC) are way behind — and will lose sales.”
Slinger says even he is surprised how far ahead consumers are from most businesses they shop.” The survey speaks to how much people are using, and will continue to use, their mobile devices when they shop. Many businesses still haven’t developed a strategic mobile business approach.”