Although desktop and laptop computers are still the most common ways to search the Internet, mobile platforms have almost closed the gap. That’s why a mobile strategy is no longer just a luxury for your search marketing campaign. A mobile strategy has become a must-have to ensure future
According to Local Search Association’s Local Media Tracking Study, conducted by Burke, Inc., in 2014, people on average used mobile phones and smartphones to search the Internet 42 percent of the time, up 8 percent from the previous year. Those figures cover search engines, Yellow Pages, ratings and review sites, and daily deal sites.
A mobile strategy is mandatory, unless you want to miss out on nearly half of all searches.
LSA’s Local Media Tracking study found that 80 percent of respondents used a desktop or laptop computer to search the Web in 2012, but that percentage has steadily declined — to 73 percent in 2013 and 66 percent in 2014. Meanwhile, mobile phone and smartphone searches jumped from 25 percent in 2012 to 34 percent in 2013 to 42 percent in 2014. Notebooks and tablets run a distant third. The study didn’t cover potential overlap between the groups from using multiple devices.
That means that a large portion of Americans will use a smartphone for search purposes next year. If the trend continues at its current pace, then phones will likely surpass personal computers for search within two years. In short, mobile dominance seems as inevitable as the sun rising.
It’s smarter to begin preparing for that change sooner rather than later. The earlier you can begin building your mobile campaign, the farther ahead of the curve you’ll be. Don’t resort to playing catch-up later.
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