Mobile Surpasses PCs When Searching For Local Information

The Local Search Association (LSA) has released new consumer survey data from Thrive Analytics that illustrates the emergence of a large and growing mobile user segment, which is being called “Mobile Fanatics.” These mobile users are considered those who use their mobile devices more than conventional smartphone users, and they represent just over 40 percent of the U.S. smartphone-owning population. The comprehensive survey analyzed the consumer data of 2,147 U.S. adults.

“Mobile Fanatics” are defined as mobile users who “conduct at least 10 searches per week on at least two devices from multiple locations.” Thrive’s report indicates that these users are generally younger and more affluent than typical mobile users, and that they tend to be more engaged with and more influenced by mobile advertising. According to the survey results, 70 percent of these highly-engaged mobile users who view mobile ads make a purchase, and 80 percent of them buy within 72 hours of being exposed to an ad. Clearly, these consumers are very important people for marketers to reach, based on their age and engagement. Another interesting finding is that these users also search heavily in retail stores. Of the various apps that are utilized, search is the most common.

“‘Mobile Fanatics’ are a new and growing consumer segment,” said Neg Norton, President at LSA. “Understanding where and how these consumers find information is critical to make sense out of the new path to purchase. ‘Mobile Fanatics’ are ‘always shopping’ and considering products no matter their location, allowing them to be reached anytime and anywhere. The challenge becomes delivering relevant and engaging content when they pick up their devices.”

Interestingly, Thrive’s survey results indicate that mobile devices are now used more often for local search and to find location information than PCs, which also speaks to the importance of mobile-friendly websites for auto dealerships. The data shows that 60 percent of U.S. adults now choose to use smartphones or tablets over PCs to find information before purchasing products and services offline. Certainly, the implications of these findings for all businesses are important to note, and the prevalence of mobile usage is only going to increase in the future.

“We are past the tipping point with mobile usage,” said Norton. “Consumers now cycle through online and offline media gathering information all the way through the purchase process. It’s an exciting time for marketers knowing that with the right content they can influence a consumer decision at any time due to the rise of mobile.”

We recently wrote about the increased importance of having a mobile-friendly website, and this new data continues to illustrate this point. For auto dealerships, the majority of their customers are local. It is therefore essential that a dealer’s website allows for easy access to important contact information, such as phone number and location, as well as providing an interface that allows customers to easily browse through the vehicle inventory on a mobile device. If a dealership doesn’t have a mobile-friendly website, they could certainly be losing sales to competitors, so focusing on improving this aspect of their online presence is of great importance.