Performics, a performance marketing research firm owned by Publicis Groupe, has released its 2011 Mobile Search Insights Study. The results of the study are overwhelmingly positive for mobile search space with 77 percent of the participants using mobile search more than five times a month . The study shows that 32 percent of the users polled said that they use search on mobile devices more than on PCs, whereas an astounding 75 percent stated that mobile search has made their lives easier.
Daina Middleton, CEO of Perfomics stated that:
Mobile paid search has surged as a percentage of overall paid search spending for our clients, particularly over the last 15 months. We expect March to be the double digit tipping point, when mobile paid search will represent at least ten percent of paid search impressions for all Performics clients.
Mobile search is most commonly being used from the home, with 81 percent of the respondents reportedly using mobile search during the evenings, 80 percent using it on the weekends and 59 percent using it before going to work. 61 percent of users admitted to using mobile search during work hours. A large number of users (66 percent) also admitted to using mobile search while doing other activities like watching TV or being on the PC (45 percent).
In addition to using mobile search at home and in office, consumers reported using mobile search while doing almost all activities that may offer some free time, or involves some online information retrieval. According to Middleton:
People reported significant use while commuting [47 percent], attending social events [56 percent] and running errands [74 percent]. This data proves that growing smart phone adoption is permeating all aspects of everyday life. Advertisers still have an opportunity to get in early when it comes to mobile marketing and integrating marketing across screens.
Performics study coincides with another study conducted by NPD group which shows that smartphones with 4-inch or larger screens are eating up the market share of devices with smaller screens. Consumers are increasingly looking for bigger and better screens on their mobile devices so as to conduct mobile searches and indulge in other activities like mobile gaming etc.