49 % of Mobile Searchers made a Mobile Purchase in Past Six Months.

Performics, the performance marketing agency owned by Publicis Groupe, released results from its 2011 Mobile Search Insights Study, conducted by ROI Research Inc. The study, which focused on people who use the mobile Web at least weekly, found more than half (57 percent) use the mobile Web more than once/day, with more than three quarters (77 percent) using mobile search more than five times in the last month.

“Mobile paid search has surged as a percentage of overall paid search spending for our clients, particularly over the last 15 months,” said Daina Middleton, CEO of Performics. “We expect March to be the double digit tipping point, when mobile paid search will represent at least ten percent of paid search impressions for all Performics clients.”

Overwhelmingly, satisfaction with and adoption of mobile search rang true throughout the study:

* 75 percent said mobile search makes their lives easier
* 63 percent said access to mobile search has changed the way they gather information
* 32 percent said they use mobile search more than search engines on their computers

People embrace mobile search in many areas of their lives. Use of mobile search at home topped the list with 81 percent reporting evening use, 80 percent reporting weekend use and 59 percent reporting use before work. Another 61 percent reported using mobile search at work. Respondents also revealed dual screen multi-tasking, reporting at least occasional use of mobile search while watching TV (66 percent) or using the computer (45 percent).

“People reported significant use while commuting [47 percent], attending social events [56 percent] and running errands [74 percent]. This data proves that growing smart phone adoption is permeating all aspects of everyday life,” said Middleton. “Advertisers still have an opportunity to get in early when it comes to mobile marketing and integrating marketing across screens.”

Running errands, of course, often includes shopping and making mobile purchases. In addition to the 49 percent who have made a mobile purchase in the last six months, the rules have changed when it comes to brand interaction using mobile search:

* 84 percent look for local retailer information (phone, address, hours)
* 82 percent find online retailers
* 73 percent find a specific manufacturer or product Website
* 71 percent learn about a product or service after seeing an ad
* 68 percent find the best price for a product or service
* 63 percent search before purchasing offline in a store or from a catalog

The 2011 Mobile Search Insights Study also examines differences in mobile search adoption and use across gender and age groups, and like all communication channels, the rules of engagement for mobile search vary from industry to industry. With this in mind, the study explores differences in mobile search adoption and use across 12 top product categories, including apparel, appliances, automotive, CPG, electronics, financial services, travel and more.

For more information at http://www.roiresearch.com