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.