How Searches on Smartphones Fit in the Purchase Funnel
As smartphones become the norm and mobile internet access a part of everyday life, mobile habits are changing and online activities are growing more popular. Search, one of the top online activities overall, is becoming more important on mobile for both users and advertisers. eMarketer estimates that mobile search ad spending will make up 27% of the US mobile ad market this year, rising to 34% by 2014.
Mobile search could prove very valuable for businesses due to the on-the-go nature of so much usage. While a search on the desktop web might indicate the very early stages of the purchase funnel, those searching via mobile are likely out and about and looking for immediately useful information—likely for a purchase, or at least a store visit.