Google predicts Black Friday boom for mobile shopping searches | Mobile Industry | Mobile Entertainment

Google predicts Black Friday boom for mobile shopping searches

Google predicts Black Friday boom for mobile shopping searches
Stuart Dredge

by

Industry / Market Data / September 7th 2011 at 8:10AM

Wants US retailers to plan ahead to satisfy mobile and tablet customers in the pre-Christmas period.

Google has reminded US retailers that they will need to be geared up for customers using mobiles and tablets to access their sites in the months leading up to Christmas this year, particularly around 'Black Friday' in late November.

"We project that this year 15% of total “Black Friday” searches will be from mobile devices based on historical growth rates," writes Google's senior product marketing manager for mobile ads, Johanna Werther, in a blog post.

"Many advertisers do not realize that mobile users actively search for last minute holiday gifts and to locate stores to purchase these last minute gifts.  In fact, we project that 44% of total searches for last minute gifts and store locator terms will be from mobile devices this holiday season based on historical growth rates."

Google has also identified what Werther describes as a "double peak" for mobile shopping searches: one surge on Black Friday, and another the week before Christmas.

"The important thing to keep in mind is that these mobile searches drive in-store purchases: 65% of high end device users report that they have used their device to find a business, and then made a purchase at that business in person according our holiday retail survey of users in the AdMob network."

Google's survey of US shoppers also reveals that more than 33% of smartphone and tablet owners are planning to start their Christmas shopping before Thanksgiving this year, giving retailers an additional incentive to polish their mobile strategies.