GLInsights: Mobile Search

GLInsights: Your dose of marketing insights from our industry experts

It’s the ultimate relationship test, the beginning of many family arguments, and the age old question that no one can seem to answer – ‘where do you want to eat?’ The question that possesses such a simple answer is one that can be drug out for hours.The invention of the smartphone has offered a solution to this problem, allowing users to gain information from mobile search at the tip of their fingers. Whether you have an iPhone, Android, or any other smartphone, you now have the power to search for just about anything you want, wherever you want. Whether you want to search for sports news using a search engine, search Apple or Google Maps for a restaurant near you, or even use a virtual assistant, all of this is just a few taps away. In this month’s GLInsights we take a look at our employees’ opinions on mobile search.

On average, how many mobile searches do you complete in one day?

None (0%), 1-2 (8.33%), 3-5 (45.83%), 5 or more (45.83%)

Key Point

Over 45 percent of employees that were surveyed said they either completed “3-5” or “5 or more” mobile searches a day.

Analysis

You might be thinking that these numbers seem low, but keep in mind there are a lot of people who are using a computer every day for work. Almost half of the employees surveyed said they complete five or more mobile searches a day, meaning they could be completing five or 55 searches. Either way, mobile search has become a huge part of people receiving information.

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When completing a mobile search, what is usually the topic of your search?

Word cloud with answers: Music, Dogs, Entertainment, Shopping, Misc, Bikes, Sports, Shoes, Workouts, Literature, Hours, Books, Restaurants

Key Point

Music and sports were the two top vote-getters. Most entries were repeat entries, showing a similarity of interests among interviewed employees.

Analysis

The responses given for this question are quite vague but you can see that, although many were repeat responses, there is still a difference in topics. The ability to search for something anytime, anywhere gives people the power to have knowledge at their fingertips at all times. You can see by the variety of responses that searches tend to be circumstantial. The ability to have access to information on the go allows users to learn.

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When searching for places to eat in your area which platform would you look at first?

Search Engines (50%), Apple and Google Maps (45.83%), Virtual Assistant (4.17%)

Key Point

Fifty percent of surveyed employees said they look at Search Engines first when looking for places to eat in their area.

Analysis

Search engines have been around for quite some time now but only a few have dominated such as Google, Bing, and Yahoo. Now, for this question, you must remember that it asks which would you look at first – not which is the only one you’d use. The use of multiple platforms is becoming more frequent with users starting on one but then going to another.

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When searching for a business near you which platform do you prefer?

Google Maps (54.17%), Apple Maps (45.83%)

Key Point

Over 50 percent of surveyed employees said they prefer Google Maps over Apple Maps when searching for a business near them.

Analysis

An iPhone user can use both Apple Maps and Google Maps, but Android users can only use Google Maps. If a user doesn’t have an iPhone then the only option is to use Google Maps. The difference between the two isn’t staggering anymore as Apple has really invested in making their maps on par with Google, it really just comes down to user preference.  

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Over the past year, how has your use of voice search changed?

Increased (33.33%), Stayed the same (58.33%), Decreased (8.33%)

Key Point

Over 58 percent of surveyed employees said their use of voice search has stayed the same in the past year.

Analysis

Voice search burst onto the scene with the help of Apple’s virtual assistant Siri. What attracts users to voice search is the ability to speak complete sentences instead of typing them. Still, in its early stage, voice search has become a topic of importance to companies. If you go to your local electronics store you’ll be able to find more than one type of voice-enabled electronics. Amazon’s Alexa and Google’s Home speakers have become widely used and publicized in our world today, which allows users to use voice search in the comfort of their homes.

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When using a search engine on a mobile device to find a certain item, how many results will you look at on the SERP?

1-3 (45.83%), 3-5 (37.5%), 5 or more (16.67%)

 

Key Point

Almost 50 percent of surveyed employees said they only look at 1-3 results on a typical SERP (search engine results page).

Analysis

Users that are searching for something specific usually expect the result to come up first. This means they don’t have to do any extra searching for the result they want. However, when users start to broaden their search, they may have to go further down the SERP page to find what they are looking for. Around 46 percent of surveyed employees said they only like to look at the first three results before moving on. There are 37.5 percent, however, that said they would continue down and look at the third, fourth, and fifth result on the SERP page. It’s safe to say being in the top five results is prime real estate for companies and will maximize their potential exposure and user interaction.

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