Google and brand agency Digitas have announced a partnership to produce mobile marketing research that’ll help predict trends. The first results focus on Mother’s Day in the USA, which was on 9th May this year.
33% of Google search queries on that day for the term ‘flowers’ came from mobile devices, with mobile search queries for ‘flowers’ having more than doubled year-on-year for the entire week leading up to the event.
Desktop searches for ‘flowers’ increased from Monday to Friday before declining at the weekend, while mobile queries increased steadily all week. However, Google searches for ‘mother's day gifts’ were relatively consistent across mobile and desktop, which suggests that flowers tended to be a last-minute purchase.
Jason Spero, Director of Google Mobile Ads, said “The data is clear - people are using their mobile devices to find, shop and buy. But users are ahead of businesses right now. Businesses are not always ready to engage them on mobile. By working with Digitas to combine our insights and experiences, we hope to help marketers embrace mobile and provide their customers with a positive experience on this critical platform.”