Seattle – Google is projecting that
15 percent of total Black Friday searches will be performed from a mobile
device come November.
Based on historical growth rates,
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.
The Internet service business, which
, posted its projections on a
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.