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In my last blog post (Social Media Growth from 2010 – 2015), I shared some statistics and theories regarding the deposition of desktop by mobile, as evidenced by users’ choices in accessing their social media networks. Shortly after the Super Bowl, Think With Google, released a brief study on how users interacted with Super Bowl ads through search. (You can read How the Big Game Played Out on the Second Screen here, though most of the data is covered in this blog post.)

The data released by Think With Google, in partnership with Adometry TV Attribution technology, further substantiates the claims in my last post: the desktop/browser experience is being discarded in favor of a mobile/app-based experience.

“Think With Google” on the 2016 Super Bowl

  • More than 5 million incremental searches for the brands advertising during the game
  • This figure is 40% higher than searches for brands during last year’s game
  • This searching represents a 7x response rate compared to a typical TV ad (even after normalizing audience size)

Where Did Search Occur?

  • 82% – Mobile
  • 11% – Desktop
  • 7% – Tablet

Note that in 2015 only 70% of TV-ad-driven searches occurred on mobile.

Mobile Is Your Follow-Up Punch
Ok, so you’re not running TV spots for the Super Bowl. You probably aren’t running any TV commercials. So, how does all this apply to you? It’s simple:

Mobile is where your second-punch happens.

Think of mobile as the closer, the knockout punch. The “two” in your one-two. Every company has a first punch they throw out to the customer, whether that’s a sign on your building, an Instagram ad, or a cold call. Your “one” punch is your first touch point with the customer. If that “one” is strong enough to inspire the customer to reach back out to you, that interaction–more likely than not–is going to happen on mobile.

Mobile is your heavy-hitting second punch.
If you aren’t optimized or ready, you can’t throw that second punch. And you can’t win the round without a strong “two” in the one-two.

What Google’s data reminds us of is that no matter how you reach out to your audience, mobile is the method they’re going to use to reach back to you.

Are You Set Up for Mobile?
Have questions about what means to develop with a “mobile-first” approach? Not sure where to start? Ask your questions below, and I’ll do my best to help you out with the answers you need to succeed in our mobile-first digital culture.