Gaurav Kohli says, “Consumers increasingly turn to their mobile phones for searches, store visits, and purchases engaging with a seamless overlay of real and virtual mobile-optimized shopping experience. Mobile search is always on, — on the go, at home, in-store, and at work, and through a mobile web browser, in-app access, or voice commands. As the consumer purchase cycle on mobile devices, — from browsing to researching to buying, — becomes more consistent, conversion rates and mobile cost-per-click (CPC) will go up. In the future advertisers will generate more search revenue from mobile devices if they monetize search activities and growth in personalized consumer engagement continuously. At the same time, top US retailers are turning to optimizing mobile browsers and apps for a better search and purchase experience for users, to boost mCommerce.

Our recently published Forrester Research Search Engine Marketing Forecast, 2015 To 2020 (US), Q4 2015 Update, includes market predictions for and shifts in paid search volumes and spending patterns caused by consumers’ preferred device usage patterns“.

How Will The Growth Of Mobile Search Influence Marketers’ Spending?

The Forrester Blog

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