As Interactive Marketing grows, we’re beginning to see an increase in integration between various online tactics. A recent Search Engine Land article found that iOS users are not only searching more than Android users, but the searches are predominantly local.
Before jumping into the details of tactic integration, it’s important to support the claim that iOS users are performing more searches than Android when Google & Android are so closely integrated. Search Engine Land called this out as “a bit counter-intuitive and unexpected.” In an analysis of Android economics, however, an ASYMCO article notes the majority of Google’s revenue does in fact come from the iOS platform. The article further explains that iOS users are more engaged with their devices than Android users. This provides a better understanding of why iOS users search more, and why increased engagement would cause integration with other tactics, including local search.
xAd’s Q4 2011 report states that from Q3 to Q4 they experienced a 60% growth in mobile-local search traffic. The report goes on to discuss the search breakdown, stating that, of the search activity on mobile devices in Q4, 77% of searches were local.
Keeping in mind that iOS users search more than Android users, let’s look at information from the same xAd report that examines the mobile-local click through rate (CTR) and secondary action rate (SAR). The CTR for targeted local search in xAd’s Q4 data was 7% with an SAR of 37%. Secondary actions in this case were: calls (52%), accessing maps & directions (42%), more info (5%), and other (1%).
When it comes to mobile, iOS users are more likely to perform a search, while the local integration of users’ searches is growing. Interaction with local search is growing with the relatively high CTR and 37% SAR. The secondary action categories prove that the action most taken by mobile users is calling, followed by utilizing maps or directions. This data about individual and integrated tactics gives marketers an idea of what content & goals to focus on when planning programs. For example, targeting local iOS users with mobile-optimized pay-per-click (PPC) campaigns could prove lucrative for small businesses.
Have you seen a difference in interaction with your paid search campaigns between iOS and Android devices? Please join the conversation in the comments below!
