We’ve written extensively about the behavior of smartphone users (Mama Mia! Moms & Smartphones, Euro Mobile Trends. Take a look Data-Driven Marketers, Dolla Dolla Dolla Bills Meet Mobile.) But one area we haven’t tackled yet has been where a smart phone search falls in the purchase funnel. Thanks to some new information from Google and Ipsos OTX MediaCT (via eMarketer), we have a bit more information. Their recent research suggests smartphone users performing a search are more likely to be in the later stages of the purchase funnel.

Incidentally, the most common next step for a person doing a smarthphone search is to visit a store.

  • The most common single action after a smartphone search was to visit a store in person, done by 55% of respondents.

Of those that visited a store in person following a smartphone search, more than half made a purchase.

In addition, a portion of local smartphone searches resulted in searchers visiting a website or getting directions or calling the business.

Ultimately this information suggests the power of connecting online and offline initiatives with the use of a smartphone campaign is becoming increasingly important for mobile users and data-driven marketers, be it via SMS or mobile ads and targeted social initiatives.

  • More than one in four respondents conducted a mobile search after seeing a mobile ad, almost evenly split between search ads and display ads.

Demand for mobile shopping information will increase as mobile habits continue to shift. With Internet access constantly in a shopper’s pocket, we can hazard to guess that the purchase funnel gap will continue to shrink. Given this growing demand, savvy, data-driven marketers should look to expand mobile campaigns and build strong calls to action for said mobile ads. Also, data-driven marketers should provide helpful, clear information for directions to brick and mortar locations along with click to call numbers to save mobile searchers a step in the search process. Most importantly, data-driven marketers should always consider the on-the-go nature of the smartphone user. They need information now and the faster and easier you can provide said information to them, the better.

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