Google Inc. (GOOG): Mobile Searches are for Now, Study Finds

Google Inc. (NASDAQ:GOOG) – a very popular stock play among hedge funds we track –  is constantly on the lookout for ways to make marketing and advertising more effective for itself and for its partners. With the world becoming increasingly more mobile, it has become important for Google to keep up with mobile search. The company recently completed a study of web-search behaviors among those who conduct searches o mobile devices, to get a feel for any differences in behaviors or actions from those who did searches on desktop or laptop computers. Google released the results of the survey Wednesday.

Google Inc. (NASDAQ:GOOG) gave out some of the highlights of the study, which featured more than 300 exit interviews and nearly 2,000 survey responses from mobile search users, and he findings were at least noteworthy to Mountain View to warrant mentioning. The company noted that in general, mobile searches seem to be directed toward making a decision and taking an action, rather than just passive research. A perfect stat for Google and its advertising partners is this – 55 percent of all conversions following a mobile search happen within an hour of that search.

Sergey Brin“We see this immediacy effect with mobile because not only are people potentially closer in physical proximity to a purchase, but they’re also closer to the crucial decision moments,” wrote Google Inc. (NASDAQ:GOOG) product marketing chief Ben Chung in a blog post.

The other noteworthy result of the study, at least for Google Inc. (NASDAQ:GOOG) researchers was what happened after the search. About 75 percent of the mobile searches conducted prompted other actions. Of those searches, more than a third resulted in more research and a fourth involved visiting a web site. While looking at mobile search patterns and behaviors is important, Google seemed particularly interested in tracking user behavior after a mobile search to understand how to best target marketers and advertisers to reach those users quickly and effectively.

“We’re very interested in the post-search experience, and we’re looking at that from any number of different angles,” said Jason Spero of Google Inc. (NASDAQ:GOOG) mobile sales and strategy. “We’re going to continue to come at this from a lot of different angles because it’s mission critical for us.”

What do you think? Is the sample large enough to get a sense for how mobile search differs from desktop or laptop searches? Let us know your thoughts about this or about Google Inc. (NASDAQ:GOOG) in general in the comments section below.

DISCLOSURE: I own no positions in any stock mentioned.

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