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BizReport : Search Marketing : March 03, 2016

UK: Mobile key device used for Mother's Day research

It is Mother's Day in the UK this weekend (6 March) and Bing Ads has revealed insights into gift buying that suggests most searches will begin on a mobile device.

by Helen Leggatt

According to Bing Ads' data, more than six in ten searches for Mother's Day gifts and ideas will be made while on the move using mobile. Women lead the way making up more than two-thirds of all searches (67%).

Flowers and chocolates are the most popular retail searches leading up to Mother's Day in the U.K., with sunflowers and peonies featuring highly in searches for specific flowers.

However, many will be leaving gift buying until the last minute, and search volumes are forecast to increase five-fold in the early hours of Mother's Day morning and up to four-fold in the 48 hours before.

"Although consumers might leave it late when it comes to Mother's Day, we know brands need to take the lead and plan ahead. Our insights into Mother's Day online search behaviour highlights the opportunity for marketers in harnessing the power of search data to help inform wider campaigns to make the most of key calendar moments," says Minal Fofaria, head of EMEA Insights at Bing Ads. "By understanding when and what people are searching, we can empower marketers to make meaningful connections with consumers by providing the relevant information, on the right platform, at the right time."

Image via Shutterstock

Tags: gift research, mobile, Mother's Day, search marketing, U.K.

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