Study: Mobile presence boosts customer awareness

Woody Allen famously said 80% of success is showing up, and that saying may well apply to mobile retailing. According to a new study from Google, “Micro-moments: Your Guide to Winning the Shift to Mobile,” 51% of smartphone users have discovered a new company or product when conducting research.



In addition, showing up in mobile search ad results can increase unaided brand awareness 46%. And one in three smartphone users have purchased from a company or brand other than the one they intended because of information provided in the moment they needed it.



Based on these results, Google advises retailers to retailers to try mobile and YouTube searches for keywords relevant to their business to see if they get good traction. Retailers are also advised to increase their mobile ad coverage to cover gaps between mobile and desktop presence, and to be present for consumers beyond moments when they are ready to make purchase. This includes moments such as finding information, wanting to do an activity and wanting to find information.



Google also cites Walmart and The Home Depot for successfully being present for consumers via mobile device and YouTube. Walmart reduced its mobile load time to 2.9 seconds in 2015 from 7.2 seconds the previous year, boosting conversions by as much as 2% per second of load time removed. And Home Depot has posted hundreds of do-it-yourself instructional videos on YouTube, which have garnered more than 43 million combined views.



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