Survey: Search Engines Dominate Mobile Product Research

shutterstock_126762251 shoppingLast week, Local Corporation released survey results from its latest round of consumer mobile shopping research. The company is promoting a new version of its local-mobile shopping app Havvit. The survey was conducted in March and carried out by the Chicago-based e-tailing group and consisted of nearly 1,300 US smartphone owners.

Among other questions the survey asked, “When using a mobile device for product research, how do you search?” Survey respondents overwhelmingly said “search engine” vs. the other choices:

  • Search engine: 73 percent
  • Specific mobile website: 33 percent
  • Mobile app: 24 percent

(Multiple responses were permitted)

One might argue that the form of the question biased the outcome somewhat. But there’s no question that mobile search is widely used in consumer product research.

Mobile “search results listings” was also the most influential category or variable when mobile users were asked “What influences your [buying/purchase] decisions?”:

  • Search results listings: 50 percent
  • Ratings and reviews: 42 percent
  • Search results with local product availability: 31 percent
  • Email from retailers where consumer had opted-in: 30 percent
  • Group buying/coupons: 19 percent
  • Mobile apps: 9 percent

Interestingly the results showed that women were more influenced by email (33 percent [women] vs. 27 percent [men]) and men by search results (51 percent vs. 48 percent).

The survey also found that 27 percent of consumers had used their smartphones to pay for an in-store purchase at some point. It’s not clear from the data and discussion released what “in-store” means here (retail only or any offline purchase [e.g., Starbucks, QSR]?).

Reasons for not using a “mobile wallet” were security (44 percent) and privacy (36 percent). Asked what brands consumers trusted to handle or manage mobile wallets and mobile payments, consumers said Visa, PayPal and Apple but not Google:

  • Visa: 24 percent
  • PayPal: 21 percent
  • Apple: 15 percent
  • Amazon: 13 percent
  • Amex: 7 percent
  • Google: 6 percent

Mobile devices play a critical role in consumer shopping though most conversions or transactions tend to happen later on another device (PC, tablet) or offline, in stores.

Related Topics: Channel: Mobile | Google: Mobile | Search Engines: Shopping Search Engines | Stats: Popularity | Stats: Search Behavior | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide