\n Stay Forward <\/h2>\n
\n Get exclusive insights into digital
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n
\n
\n
<\/p>\n
The use of mobile search to find local business information<\/a> is increasing exponentially. DAC\u2019s 2012 proprietary landscape study with Kantar<\/a> showed mobile as the\u00a0fifth most popular source used when searching for business information in the U.S. overall. Breaking this down into demographics, mobile is actually the\u00a0third most used source by those aged 18-34. Consumers are now engaging with multiple devices to find businesses and research purchases and it is important to understand these trends to be able to reach consumers at all points of the buying cycle.<\/p>\n It is a widely accepted concept that most often, smartphones and tablets are not always replacements for desktop or laptop computers, but usually complements to the other devices. Tablets and smartphones are seen as \u201cextended screens,\u201d used most often after work hours and while on the go, with some studies even breaking down the typical device usage by hour<\/a> in a day.\u00a0\u00a0Each device can lead to purchases, but how often do shoppers use multiple screens in the purchase process?<\/p>\n DAC, in association with Kantar, asked US and Canadian respondents if they have ever started a search on a device like a smartphone, tablet, or computer and continued the search or purchased something on another device. This search behaviour, often called sequential screening, is very common and happens quickly, with Google reporting<\/a> that 98% of sequential screen searchers complete their search on a second device within one day. DAC\/Kantar’s results showed that 59% of both Americans and Canadians have engaged in multi-screen search behaviour. When asked where consumers start the search, 69% of Americans began their searches on Smartphones. Mobile phone searches were also the most popular starting point for Canadians, with 61% stating mobile search as their first source of search.<\/p>\n \n Get exclusive insights into digital \n \n \n Stay Forward <\/h2>\n
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n \n \n