In Italy over 28 million people use a smartphone to surf the web. The increasing number of connections and brings new habits to the users. Shopping, information, maps, video, users search in every situation, looking at their phone over 150 times in a day.
But search engines are not just looking, Google has made lots of modifications to search, introducing and considered mobile friendly site with growing interest, offering new tools for business to measure behavior and preferences of users. An interesting trend that in this period of time is one of the hot topics in this year in digital.
Following three key factors that influence the search habits of users:
New habit has changed the way we search and consume content. People often use multiple devices to surf, search for brands and product, or shop online. Many devices means new attribution models to describe and track the user habits to create the values that companies needs to fulfill their goals.
Examples of changing are the use of words “near me” or “I want to” that had exploded in search engines like Google. These are words that users tap in the phone searching activity and elements in the surroundings.
Mobile users have a short tolerance to page load. The mobile connection can be slow and users are more prone to leave the pages if not loaded. Page speed and user experience are some of the key factors in a mobile strategy and can’t be ignored.
81% dei consumatori online è sollecitato da contenuti o annunci sia online che offline che li spingono a cercare maggiori informazioni nell’immediato su un dispositivo connesso.*
User behavior and customized experience
Customized experiences become increasingly important when we think about mobile. Users not only need speed and rich information, but search for customized experience on the web, expecting to see their preferences and history recorded.
The mobile world still offers incredible possibilities for businesses and company that wants to intercept users and potential customers in “the moments that matters”, but that means also a new experience that need a rethink in the strategy and communication models.