Smartphones and tablets are the biggest thing to hit Santa’s workshop since the sleigh. According to recent Google research, we’re using mobile devices in booming numbers for searching, shopping and browsing before, during and after December 25th.
E-commerce is more important than ever this Yuletide, and mobile is driving a lot of this. While an eDigital study shows that one in three UK smartphone users engaged in M-commerce in the build-up to Christmas last year, conversions don’t tell the whole story. Many mobile users are turning to their phones to browse products, compare prices and search for physical store locations as well.
An analysis of UK search volumes on desktop versus mobile has found that in November 2011 mobile searches on popular Christmas gifts represented 14.60% of the online total – a jump from 1.83% in 2008 and still growing steadily. Mobile search is becoming increasingly critical in driving footfall too; Google predicts that 44% of total searches for last minute gifts and store locations will be from mobile devices this holiday season. We’re also seeing that 24% of UK consumers use their mobiles for in-store comparison.
Google research also reveals a “triple peak opportunity” on mobile. Data from the past two years show that UK mobile queries for top retail brand terms spike three times in the season of giving. The first peak arrives at the end of November with the last payday before Christmas. The second is in the final days before the holiday itself, and the third coincides with the kick-off of January sales. And this opportunity is growing. These kinds of search queries demonstrate 166% year-on-year growth.
Tablets and smartphones remain among the most desirable of gifts, so it’s worth remembering that mobile display advertising offers a chance for brands to engage with mobile owners from the day they take their new device out of the box. We’ve studied post-Christmas daily AdMob activity in the UK and know that impressions ramp up immediately after Christmas Eve, driven by the acquisition of new smartphones and tablets.
This doesn’t stop when Santa kicks off his boots. Once Christmas and Boxing Day are out of the way, post-holiday sales drive renewed online activity. Queries on mobile recover from the temporary lull more quickly than desktop. Search volumes of the top 1,000 commercial queries illustrate that in the week after Christmas, mobile queries increase 35%, while on desktop the rise is just 2%.
So what can you do to have a merry mobile Christmas? We’ve made a list of top tips for the season:
Posted by Matt Brocklehurst, Product Marketing Manager
E-commerce is more important than ever this Yuletide, and mobile is driving a lot of this. While an eDigital study shows that one in three UK smartphone users engaged in M-commerce in the build-up to Christmas last year, conversions don’t tell the whole story. Many mobile users are turning to their phones to browse products, compare prices and search for physical store locations as well.
An analysis of UK search volumes on desktop versus mobile has found that in November 2011 mobile searches on popular Christmas gifts represented 14.60% of the online total – a jump from 1.83% in 2008 and still growing steadily. Mobile search is becoming increasingly critical in driving footfall too; Google predicts that 44% of total searches for last minute gifts and store locations will be from mobile devices this holiday season. We’re also seeing that 24% of UK consumers use their mobiles for in-store comparison.
Google research also reveals a “triple peak opportunity” on mobile. Data from the past two years show that UK mobile queries for top retail brand terms spike three times in the season of giving. The first peak arrives at the end of November with the last payday before Christmas. The second is in the final days before the holiday itself, and the third coincides with the kick-off of January sales. And this opportunity is growing. These kinds of search queries demonstrate 166% year-on-year growth.
Tablets and smartphones remain among the most desirable of gifts, so it’s worth remembering that mobile display advertising offers a chance for brands to engage with mobile owners from the day they take their new device out of the box. We’ve studied post-Christmas daily AdMob activity in the UK and know that impressions ramp up immediately after Christmas Eve, driven by the acquisition of new smartphones and tablets.
This doesn’t stop when Santa kicks off his boots. Once Christmas and Boxing Day are out of the way, post-holiday sales drive renewed online activity. Queries on mobile recover from the temporary lull more quickly than desktop. Search volumes of the top 1,000 commercial queries illustrate that in the week after Christmas, mobile queries increase 35%, while on desktop the rise is just 2%.
So what can you do to have a merry mobile Christmas? We’ve made a list of top tips for the season:
- Remember that mobile is the link between online and offline shopping and design mobile sites and campaigns accordingly.
- Align messaging across your TV, desktop, mobile and tablet advertising for maximum impact.
- Optimise your search campaigns for mobile for greatest performance.
- Activate the click-to-call and hyperlocal features in your mobile search ads. This will enable users to reach you easily and get locally-relevant information including distance and directions to find and navigate to your business.
- AdMob’s latest targeting options allow you to serve ads specifically to newly activated mobiles. Use the network to engage users with your brand name, products and offers on their new devices.
- Ensure mobile search and display campaigns have sufficient budgets over the Christmas holidays when mobile usage peaks.
- Read our presentation on the research outlined here plus lots more insight on the power of mobile advertising at Christmas by clicking this link here.
Posted by Matt Brocklehurst, Product Marketing Manager
Analyzing Christmas presents: Make merry, go mobile
Rating: 100% based on 975 ratings. 91 user reviews.
Rating: 100% based on 975 ratings. 91 user reviews.
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