On-the-go searching reveals potential opportunities for e-marketers
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Looking for a recommendation Image: According to iMedia Research the total number of mobile search users in China grew to 467m in the first half of 2014, with Baidu capturing an overwhelming share of search inquiries.
The data gathered shows that the majority of mobile searches are performed while in transit and are often actively seeking information to inform commercial decisions.
51% of mobile searches were performed on public transport, 46% were executed while travelling on a business trip and 32% were entered during a visit to a shopping mall. Although “Hot News” and “Entertainment News” formed 33% and 15% of searched categories, “info about shopping” took a 20% share of searches.
The data reveal interesting patterns in consumer behaviors and therefore strategic insight for marketers. A large portion of mobile users are actively using mobile search to inform purchasing decisions while on-the-go – in particular during business trips.
For lubricants marketers, serving targeted advertisements to mobile users would capture a large share of potential lubes purchasers. Investing in mobile display and adwords would also mean more primed consumers searching for information about purchasing lubricants whilst travelling would see that brand messages in a highly relevant capacity.