Mobile browsing plays a key role in general decision making, with 45 per cent of searchers relying on results to make a final choice.
“As consumers increasingly turn to their mobile phones, it is critical for businesses to understand the range of ‘mobile conversions’ that can occur, such as phone calls, store visits, or purchases on other devices,” the Mobile Search Moments Study states.
Follow up actions taking place within five hours after a mobile web search is up to 84 per cent influenced by the results, the online report showed.
When it comes to making business decisions, 73 per cent of conversions and additional action is triggered by online mobile exploring.
Online engagement leads to offline acts in a rate of almost two actions per one mobile search action, with beauty decisions taking the lead.
Social, news and general knowledge hits seem the least consequential.
With 81 per cent of mobile browsing motivated by convenience and speed, the majority of searches occur at home, with the office and ‘on the go’ engagement offering an equal alternative in physical googling space.
Mobile ads are shown most effective when consumers search while considering purchasing deals, with 59 per cent of browsers considering ad hits as helpful.
Survey results were retrieved with more than 6,000 mobile searches in cooperation with American global information and measurement company Nielsen Holdings.
