A report by local-mobile ad network xAd has shown some very promising numbers for the mobile search and ad market. The US based Q4-2011 data has been collected from mobile sites and apps that run the ads of xAd as well as the related user behavior taken into account.
Here is the part of the report that has got everyone excited, “xAd reported high performance for the ads it served, including click-through rates of seven percent for search and .6 percent for display. Breaking it down even further, 37 percent of mobile-local searchers and five percent of mobile-display users took secondary actions, which are post-click activities such as calling businesses and accessing driving directions.”
The report has revealed that the Americans searched for restaurants the most, followed by gas stations. Bars and clubs make the rear of the search preferences graph in Q4:
The report has also revealed that ad performance for both search and display has gone up with better CTRs. With the average CTRs for local search ads were 7 percent, and for display ads the number was 0.6 CTRs. The interesting part here is that after the click, users went on to take desired actions like calling up the business or looking it up on the map. So, 37% of search results clicked as well as 5% of the ads clicked got calls and visits.
The report has further revealed that 52% of the people called up a business, making the call as the most frequent secondary action taken. In the case of display ads clicks, users looked up maps the most- the figure being 50%.The report also revealed that display ad clickers wanted to see reviews and more information. Whereas, the search ads clickers, either called or looked for directions to the business.
Americans searching for local stuff during the day chose to click on search results. While they clicked on display ads at night, while they were in a relaxed state and willing to explore more.
The report made a comparison between smartphones, iOS users and Android users and has come out with results that mobile subscribers use mobile browsers as the primary access method for local-search information. But iPhone and Android owners prefer in-app access more.
The numbers from this report are quite promising. What marketers need to work on is to create a comprehensive strategy for both locally targeted search and display to maximize their business’ exposure.52% of US Mobile Search Clicks Lead to Calls - Q4-2011 Report!,