Study: U.K. Mobile Search Survey Reveals U.K. Consumers In Less Of A Hurry To Make Purchases Than U.S. Mobile Users

Mobile-location based advertising network xAd joined forces with mobile call measurement provider Telmetrics to release their first U.K. Mobile Path-to-Purchase study, focusing on U.K. mobile search behavior. Conducted by Nielsen, the online study, surveyed 1,500 U.K. smartphone and tablet users to measure consumer search activity on mobile devices.

While price comparisons and reviews were the leading mobile research activities in the U.K., users performing restaurant and automotive searches on smartphones were most often looking for location or local contact information.

According to the study, 40 percent of U.K. mobile searchers reported an intent to make a purchase within a day of their search. Of the mobile searchers looking to make a purchase within 24-hours, 22 percent were looking to make a purchase within an hour of their search. People with an intent to make a purchase within a day were more likely to use their smartphones, with 14 percent more of the searches performed on a smartphone versus a tablet.

When compared to an August 2012 U.S. Mobile Path-to-Purchase study, U.K. mobile searchers have less overall immediacy with their intent to purchase than U.S. mobile searchers across the three primary vertical categories: restaurants, automotive and travel.

For restaurant searches, 87 percent of U.S. mobile searchers had an intent to purchase within the day, compared to only 58 percent of U.K. mobile searchers. And while 49 percent of U.S. mobile searchers performing automotive searches had an intent to purchase the same day, only 29 percent of U.K. mobile searchers had an intent to make a purchase the same day. Travel was the only category with less than a 10 percent gap between U.S. and U.K. data, with 33 percent of U.S. mobile searchers intending to purchase the same day compared to 31 percent in the U.K.

A key finding of the study was the importance of location for U.K. mobile search, with nearly 50 percent of both smartphone and tablet users expecting search locations to be within walking or driving distance.

Smartphone users have a greater interest in location with 58 percent of smartphone searches performed outside of the home.

Not only does location play a key role in U.K. mobile search, it is also a driving force for mobile ad clicks, with nearly one-third of users preferring ads that are geographically relevant. Location relevance trumps both brand awareness and promotional offers in terms of what generates the most U.K. mobile ad clicks.

More than 65 percent of survey respondents reported that they did not know exactly what they were searching for when performing a mobile search, opening the door to untapped opportunities for mobile advertisers in the U.K.

“Successful mobile advertising campaigns must be tailored to distinct device and category nuances as a ‘one size fits all’ approach won’t produce the desired results,” said Monica Ho, vice president of marketing for xAd, Inc.

Overall, 80 percent of smartphone and tablet searchers in the U.K. visit search engines in the research process. When specifying which device they are most likely to use at home, 81 percent of respondents claimed to use their tablet compared to 42 percent who reported searching on their smartphone at home.

The 1,500 U.K. smartphone and tablet users surveyed were required to have engaged in a restaurant, travel or automotive related mobile search activity in the previous 30 days.  Restaurant, travel and automotive were the selected categories as they are the leading three vertical markets projected to demonstrate mobile growth during the next five years.

Related Topics: Search & Society: General | Search Ads: Mobile Search | Search Engines: Mobile Search Engines | Search Marketing: Mobile | Stats: General | Stats: Search Behavior | Top News

About The Author: Amy Gesenhues is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles. See more articles by Amy Gesenhues

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More Patients With Irregular Heartbeat Recognize Stroke Risk: Survey

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FRIDAY, Sept. 7 (HealthDay News) -- Patients with atrial fibrillation -- a heart rhythm disorder -- are increasingly aware of the link between their condition and the increased risk of stroke, according to a recent survey.

Atrial fibrillation is a quivering or irregular heartbeat that affects about 2.7 million people in the United States.

A 2011 survey of more than 500 people with atrial fibrillation found that half of them were unaware they had a fivefold increased risk of suffering a stroke. But the more recent American Heart Association/American Stroke Association 2012 poll of 500 people with atrial fibrillation found that 64 percent knew about this level of increased stroke risk.

The improved awareness "is a great step in the right direction," association spokesperson Dr. Patrick Ellinor, associate professor at Harvard Medical School and a cardiologist at Massachusetts General Hospital in Boston, said in an AHA/ASA news release.

"The American Heart Association/American Stroke Association works to provide health care providers, patients and caregivers the educational tools and resources they need on this very important topic," Ellinor added. "We hope to report a higher percentage annually until we reach 100 percent."

The 2012 survey also found that 82 percent of respondents believe having atrial fibrillation increases their stroke risk, compared with 75 percent in the 2011 survey.

Many atrial fibrillation patients rely on their health care providers for information about their condition and education about its health risks, the release noted. The recent survey found that two-thirds of patients have discussed their risk for stroke with their health care provider, but only about one-third were told they are at high risk for stroke.

-- Robert Preidt Copyright © 2012 HealthDay. All rights reserved. SOURCE: American Heart Association, news release, Sept. 5, 2012

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