Over the past few days, we’ve looked at mobile search – how prevalent it’s become and the resources that local business searchers use. Today, we’re going to look at the types of information that business searchers think is the most important.
• No matter what platform searchers are using – PC’s, Tablets or smart phones, the address of the business is most important. 46% of PC searchers, 44% of tablet searchers and 43% of smart phone searchers thought the address is helpful
• The businesses phone number was second most helpful to searchers. PC searchers (43%) put a higher emphasis on it that tablet searchers (33%) and smart phone searchers (34%)
• Roughly 37% of all searchers stated that hours of operation were helpful
• Smart phone users considered maps more helpful (34%) than PC searchers (31% and tablet users (24%)
• One-third of smart phone searchers also thought driving directions were helpful
• All three groups thought that having a distance assisted them in their decision making process
• A company’s website (or link to it), having reviews/ratings, coupons and discounts and accepted methods of payment were also important to local searchers
What Does This Mean To You?
Knowing what information consumers want is key to them finding value in your listing. While this research is specifically for local searchers, there are things that are transferable to your mobile sites. Remember, search is moving in a mobile direction. On the go consumers do not have time to examine your mobile site or navigate through it to find the information they need.
The way mobile consumers and desktop consumers utilize sites is different. It may be a good idea to have a single focus for your mobile sites or structure your mobile presences in a way that is activity based.
Do they want to find your business?
Then provide them the address, phone number, hours of operation and navigation functions.
Do they want to learn more about you?
Maybe link them to your social entities or have short customer reviews of your business
Do they want to buy something?
This is where you can provide them an M-commerce solution and possibly a coupon code – don’t forget about any loyalty program information you may have.
Look at what your competitors are offering, are there things you need to improve on. Are there things you can highlight that you do better than them. Also, it’s a good idea to periodically get feedback on your site and it’s functionality. For more information on how mobile customers view your business, please contact:
Source: eMarketer; comScore;15miles