This is a report put together by Google and Nielsen on Mobile Search.

1. Mobile Search
Moments
Understanding How Mobile
Drives Conversions
March 2013

2. Agenda
Understanding mobile search
Mobile search drives
multi-channel conversions
Mobile search drives
behavior in the moment
02

3. Summary of Findings
Mobile search is always on, happening Mobile searches are strongly tied
on the go, at home and at work. to specific contexts.
77% of mobile searches
occur at home
or at work;
17% on the go
Shopping queries are
2x more likely
to be in store
3 of 4 mobile searches trigger follow-up Mobile search triggered follow-up
actions, whether it be further research, actions also happen very quickly
55%
a store visit, a phone call, a purchase or
word-of-mouth sharing. of conversions (store visit,
On average, each mobile search phone call or purchase)
triggers nearly 2 follow-up actions happen within an hour
03 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.

4. Questions Addressed
1
• Where, When, With Whom and How
often does mobile search happen?
• Why? Understanding motivations.
2
• What are the actions and
conversions triggered by mobile?
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.
04

5. Methodology
STEP 1: MOBILE SEARCH DIARY
416 respondents were invited to log any type of
mobile search in the moment, via Nielsen Life360
survey app on their mobile or tablet, for up to
14 days. 6,303 searches were logged in 2 weeks*.
STEP 2: FOLLOW-UP SURVEY
Deeper probe into “outcomes” of searches via
online questions, delivered 24+ hours after the
initial query. 1,958 responses collected.
STEP 3: FINAL INTERVIEW
Exit survey at end of study answered by
respondents. 323 responses collected.
05 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. *Average number of searches logged
per day by participants was 1.25. Sample of 70 tablet owners not included in results.

6. Understanding
mobile search

7. Mobile users search for a wide
variety of information
15% 12% 10% 7% 7% 6% 6% 5% 4% 4% 4% 3% 3% 2%
1%
Arts & News General Shopping Food Tech Health Social Restaurant Navigation Finance Beauty Auto Travel Home
Ent Knowledge Care Furnishing
07 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Based: Total mobile searches n=6,303.
Q: What category of information did you search for? (select all that apply)

8. The majority of mobile searches
occur in the afternoon and evening
22%
19%
17% 18%
13%
7%
3%
2%
Midnight 3 - 6am 6 - 9am 9am - Noon - 3 - 6pm 6 - 8pm 8pm -
- 3am Noon 3pm Midnight
08 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303.
Q: How long ago did you complete this search?

9. mobile search is always on,
whether on the go or at home and work
77%
68% At Home
of mobile searches are in a 9% At Work
location (work or home) likely 17%
to have a PC available to them On the Go
2% In Store
09 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.
Base: Total mobile searches n=6,303. Q: Where are you?

10. mobile search contexts vary by type of search
Index of Different Mobile Searches by Context
At Home On the Go In Store At Work At School
275
214
190
150 154 146
125 129
121 113 116
103 108
103 101 100 102 101
91 90 83 83 82 92 87
77 69
51
37
0
Arts & Food Restaurant Shopping Tech Travel
Ent
10 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012 Based: total mobile searches n=6,303.
Q: Where are you? Q: What category of information did you search for?

11. Speed and convenience are the main
drivers of mobile search
62% 53% 17% 12%
Most convenient Quickest way Always use my No other option
way to search to search mobile device for to find info
this type of search
81%
of mobile searches “Searching on
ARE driven by speed a mobile device is
& convenience quicker, easier and
I can do it anywhere.”
11 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile
searches n=6,303. Q: Why did you search on this mobile device? (select all that apply)

12. mobile searches at home especially
are driven by speed & convenience
81%
of mobile searches
ARE driven by speed
& convenience 83%
At Home
“It was easier on the mobile
device as I didn’t have to get
76%
At Work
up [to] turn on the computer
and wait for it to boot up.”
76%
On the Go
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total searches n=6,303 (searches
12 conducted on to go n = 1,048; searches conducted at work = 593; searches conducted at home n = 4,314)
Q: Why did you search on this mobile device? (select all that apply)

13. Mobile search drives
multi-channel conversions

14. Mobile search drives valuable
outcomes for businesses
73%
of mobile searches
trigger additional
36%
Continued Research
25%
Visited a Retailer’s
Website
18%
Shared Information
action & conversions
28% of mobile searches 17% 17% 7%
result in conversions
(store visit, call, purchase)
Visited a Store Made a Purchase Called a Business
14 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: Which of the following did you do on your
smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person? (select all that apply)

15. mobile search drives online & offline actions
36% Continue
Research
Mobile Only
Mobile + PC
PC Only
17%
13%
70%
25% WEBsite
Visit a retailer Mobile Only 71%
Mobile + PC 15%
PC Only 13%
18% Word-of-Mouth
In Person 62%
Share Info and Mobile Only
Multiple Platform 8%
26%
PC Only 5%
17% Purchase
In Person 52%
Make a Mobile Only
PC Only 10%
34%
Multiple Platform 5%
17% service location
Visit a store or In Person 100%
7% business
Call a Mobile Only 77%
PC Only 13%
Mobile + PC 10%
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: What were the outcomes of this
15 search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet?
Q: What other actions did you take in person?

16. a mobile search leads to almost
two actions on average
1.89 follow-up actions
per mobile search
Even more when searches happen outside the home
16
1.98 On the go
OR IN A STORE
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes
n=1,958 Q: Which of the following did you do on your smartphone? Q: Which of the following have
you done on laptop/desktop/tablet? Q: What other actions did you take in person?

17. Product and shopping searches have
a higher number of outcomes Number of follow-up actions per mobile search
3.56 2.52 2.20 2.08 2.07 2.06 2.05 1.85 1.79 1.71 1.45 1.44 1.38 1.32 1.09
Beauty Auto Travel Food Tech Restaurant Shopping Home Health Arts & Navigation Finance Social News General
Furnishing Care Ent Knowledge
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: What category of information did you search for? Q: Which
17 of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person? All Arts &
Entertainment, Food, Restaurant, Shopping, Tech & Travel searches were eligible for a follow-up survey; other searches were only eligible if a respondent noticed advertising.

18. Mobile search is a key part
OF THE decision-making process
45%
of all mobile searches
are goal-oriented and
conducted to help
64%
In a Store
47%
49%
On the Go
44%
make a decision At Work At Home
18 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303 (Searches conducted on the go n = 1,048; searches conducted at work = 593;
searches conducted at home n = 4,314; search conducted in a store n = 107) Q: Why did you conduct this search?

19. When people use mobile search to help
make a decision they are….
30% more likely to visit
a retailer website
57% visit a store
more likely to
51% make a purchase
more likely to
39% call a business
more likely to
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.
19 Base: Searches triggered by “needed information to make a decision” motivation
n=1,009. Q: Why did you conduct this search?

20. Mobile search drives
behavior in the moment

21. mobile searches trigger quick follow-ups
63% of mobile search-triggered actions
occur within 1 hour of the initial search
55%
of purchase-related conversions occur
within 1 hour of initial mobile search
21 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes
n=1,372 Q: How long after the search on your mobile device did you start these activities?

22. 84% of follow-up actions
triggered by mobile search occur within 5 hours
4%
6% 24+ hours 63%
12-24 hours Less than 1 hour
6%
5-12 hours
21%
1-5 hours
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have
22 non-SERP click outcomes, n=1,372. Q: How long after the search on your mobile device did
you start these activities?

23. 81%call orconversions
(store visit,
of purchase) triggered by mobile
search occur within 5 hours
4%
8% 24+ hours 55%
12-24 hours Less than
1 hour
7%
5-12 hours
26%
1-5 hours
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP
23 conversion outcomes (phone call, store visit, purchase), n=506. Q: How long after the search on your
mobile device did you start these activities?

24. Mobile searches trigger quick online
and offline actions
Call a business
56% 29% 15% Less than 1 hour
Make a purchase 1-5 hours
54% 29% 17% 5+ hours
Visit a store
51% 29% 20%
Share information
59% 24% 17%
Visit retailer website
59% 24% 17%
Continue research
61% 24% 15%
24 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes, n=1,372
Q: How long after the search on your mobile device did you start these activities?

25. Mobile Search
Creating moments that matter
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