Microsoft Says 53% Of Mobile Searches On Bing Have A Local Intent

Microsoft has stated that over half (53%) of mobile searches on Bing have a local intent — an impressive statistic considering that back in March, Google came out saying that local intent was behind one-third of of its mobile searches as well. While it’s surprising, it really shouldn’t be.  When most people pull out their …   Read More

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Microsoft has stated that over half (53%) of mobile searches on Bing have a local intent — an impressive statistic considering that back in March, Google came out saying that local intent was behind one-third of of its mobile searches as well.

While it’s surprising, it really shouldn’t be.  When most people pull out their phones to conduct a search on the go, many times it’s to find the nearest coffee shop, or to check the hours of a nearby restaurant, or to check movie times at the nearest theater, for example.  This behavior is why all the major search providers are working on the concept of getting consumers from “search to store,” in hopes of converting the massive amounts of local search traffic.

Microsoft also put forward the following very compelling statistic about the differences between PC search and mobile search user behavior: 70 percent of PC “query chains” (essentially search tasks) are completed in about one week while 70 percent of mobile users do so in one hour.  Mobile users are often expressing immediate interests or needs as opposed to people searching on PCs who may be doing research for later.

Smartphone users in particular (now 28 percent of the US mobile population according to Nielsen) are very focused and using their devices to navigate, literally and figuratively, through the physical world.  Mobile gives people an opportunity to be online and in the world at the same time, and this is a powerful thing for retailers and brands alike.  People on mobile devices are often looking for information and assistance to help them make buying decisions as they literally move toward the point of sale.

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7 comments

  1. Kentaro | Why isn't my Google Places page moving up? &Merry Christmas! - Kentaro

    […] has said that over 50% of mobile searches have local intent. We have also heard that while 70 percent of search queries made on a computer are completed in a […]

  2. Holly

    This makes intuitive sense to me. If I'm driving around, I'll use my phone's browser if I want to know where to eat, or what time the movie starts. If I am doing more indepth research, I'll probably wait until I'm on my computer. As more sites are optimized for mobile, this might change.

  3. Smartphone-urile – legatura dintre on-line si lumea reala | Digital Report

    […] a comunicat recent ca 53% din cautarile mobile prin Bing (propriul motor de cautare) au o componenta de localizare […]

  4. antoinelamarre

    Location is a buzz in mobile for a reason 😀 and Google ain't embracing new semantic algorithms for nothing for it's search engine.

  5. Facebroke

    […] Mobile Marketing Watch […]

  6. Retailigence, location aware shopping, location based services, online shopping

    […] when it comes to mobile search, as the folks that run research in this area will tell you, the stuff that we are often looking for is, well different. We’re less likely to be researching the African tree frog or stalking information about our ex […]

  7. Mike

    Encouraging, though as you said, not surprising. Smartphones are expected to outsell pc's and laptops worldwide by the year 2012. …and yet there are those who don't believe that mobile will become the principal channel in marketing in a very short time.

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