73% of mobile searches trigger additional action and conversions, finds Google in a study conducted in partnership with Nielsen, including 28% that result in conversions such as a store visit, call, or purchase. What’s more, these actions occur soon after search: 63% of follow-up actions and 55% of conversions occurred within an hour after the mobile search. For example, 56% who called a business following a mobile search did so within an hour of that search.
That’s because a significant 45% of mobile searches are “goal-oriented,” according to the study, meaning that they are conducted to help make a decision. The most common follow-up actions are to continue research (36%), visit a retailer website (25%), and share information and word-of-mouth (18%). Read the rest at MarketingCharts.