MOUNTAIN VIEW, CALIF. –
Google
is projecting that 15 percent of total
Black Friday searches will be performed
from a mobile device come November.
The company is also forecasting
that 44 percent of total searches
for last-minute gifts and store-locator
terms will be conducted from smartphones
and tablets this holiday season,
based on historical growth rates.
The Internet service business, which
last month acquired Motorola Mobility,
posted its projections on a Google
Mobile Ads Blog titled “Holiday Retail
Mobile Insights.”
The company noted that mobile
searches also drive in-store purchases,
citing its own holiday survey that found
65 percent of high-end device users
made a purchase from a brick-and-mortar
business after performing a mobile
search.
Of those high-end device users, tablet
users spend 50 percent more than
PC users, with higher average order
value and greater or equivalent conversion
rates, according to eBay research.
What’s more, 34 percent of smartphone
users and 45 percent of tablet
users plan to start their shopping before
Thanksgiving, the holiday survey
showed, suggesting that “smart marketers
will start their campaigns early this
year to reach these consumers,” said
Johanna Werther, senior product marketing
manager for Google Mobile Ads.
