A recent report by Marler Haley shows sale and Black Friday statistics for search trends in the UK, detailing the rise in mobile searches and the implications for retailers – both B2C and B2B.
For peak UK retail related searches in November and December 2017, the use of mobile to conduct these searches will surpass 60%, showing how important a mobile-first strategy is for retailers.
However, the study also suggests that a mobile-first approach isn’t as vital for B2B retailers, where mobile search trends vary between 10-30% and show a much slower growth.
The findings, published by Marler Haley suggest that UK mobile search trends for consumer-related searches ‘sale’ and ‘Black Friday’ will surpass 60% by the end of the year.
With a growth in mobile searches for consumer websites, these findings build on the theory of a mobile-first approach to web design.
With news that Google is talking about a mobile-first index, this puts added pressure on websites to make sure that they are delivering the best mobile experience possible to consumers.
The study identified that although mobile-first is a reality for B2C, it’s not a trend that is shared by B2B.
By compiling search trends for major B2C and B2B retailers, Marler Haley identified that there is less than half mobile search traffic for B2Bs in comparison with B2Cs.
With B2B mobile traffic varying between 10-30%, these findings suggest that mobile isn’t having the same level of growth as B2C.
By Carolanne Mangles
Carolanne Mangles Dig DipM is the Digital Marketing Executive for Click Travel, an award-winning corporate travel booking platform. She is a specialist in B2B SaaS and enjoys planning and optimizing the full customer journey across all digital channels to create brand awareness, great user experience and copy that really sells the benefits of the product. She was previously Digital Marketing Executive for Smart Insights where she was involved with multiple digital channels to manage fully integrated membership campaigns to boost new customer acquisition and current membership retention. She has spoken and given masterclasses at B2B Expo on Search and Content Marketing, holds an IDM award in GDPR and loves a glass of red wine. Connect with her on LinkedIn or follow her on Twitter.
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