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BizReport : Search Marketing : April 09, 2013

70% of mobile searches lead to consumer action

Just as companies who fail to optimize email messages for mobile are at risk of undermining campaign success, so are those whose websites are not mobile-friendly.

by Helen Leggatt

New research from iAcquire and SurveyMonkey found that 4 in 10 consumers will ignore websites that don't render correctly on a small screen. Despite the rise of mobile, many companies are yet to realize the importance of mobile-optimization to their marketing campaigns.

mobile search iacquire.jpg

According to the research, part two of a three-part series on consumer behavior by iAcquire and SurveyMonkey, mobile search works, and it works well. A whopping 70% of mobile searches were found to lead to action on a website within just 1 hour of the search.

However, while mobile search may be an successful driver of traffic to a website, there's a sure-fire way to ensure failure, and that's to operate a website that isn't mobile-friendly.
The research found that 40% of mobile searchers will quickly move on to another website if the one they have found is unsuitable for use or viewing on their mobile device. And, considering a mobile searcher's potential for action on that website it's a great loss indeed.

It's also important to note that it is smaller screens on which most mobile searchers will be viewing a website. While 40% use mobile search on a tablet, 60% are searching via a smartphone.

Tags: consumer behavior, mobile marketing, mobile search, search marketing

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