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Google Study: 44 Percent of Last-Minute Holiday Gifts Searches will be from Mobile Devices

Google has done some research looking at how consumers are using their mobile and tablet devices to drive in-store and on-device purchases over the past few years and come out with a remarkable projection for the coming holiday shopping season:

44 percent 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 company believes that 44 percent of ALL searches (total volume) in the US will be generated by smartphones. This holds fairly some self-evident and dramatic implications for paid search and SEO. For example, on the smaller screen only the top ad positions matter and the same is true for SEO.

Here are a few insights from Google Mobile Ads Marketing:

  • This year 15% of total “Black Friday” searches will be from mobile devices based on historical growth rates.
  • According to google, a “”double peak” in search volumes for retail brands around first Black Friday and then the week before Christmas as mobile users locate stores for last minute shopping.” Here is the data from the holiday season in 2009 & 2010 showing this double peak:

  • Google said that these mobile searches drive in-store purchases: “65% of high end device users report that they have used their device to find a business, and then made a purchase at that business in person.”
  • Google revealed that, “greater than 33% of both smartphone users and tablet users plan to start their shopping before Thanksgiving,” so smart marketers will start their campaigns early this year to reach these consumers.

  • Retailers should be sure to plan for the tablet audience when it comes to driving on-device conversions. Ebay has stated that “tablet users spend 50% more than PC users, have higher AOV, and have higher or equivalent conversion rates.”
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