Mobile campaigns are not only directed to early adopters anymore. Yahoo! Teams are done several studies about mobile search user behavior; and reported some interesting facts:
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55% of Mobile searches are made at home.
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Morning hours represent peak hour. Users are searching
for news and weather before getting to their desktops computers
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Tablets searches spike in evening hours and weekends
One interesting case presented by Yahoo! Research team talks about mobile searches in Yahoo! During 2011 Oscar’s TV broadcast. They found that spikes in search matched with commercial breaks during airtime and after the show ended.
Highest peaks occurred after the show, suggesting that users look beyond TV post-event to learn and read more.
Similar case ocurred with Super Bowl commercials where 40% of consummers report using mobile to look for more info after seeing a TV Ad.
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