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Mobile search volume more than doubles year-on-year

Author's avatar By Dave Chaffey 17 Apr, 2012
Essential Essential topic

The latest data on UK retail search volumes

Value/Importance: [rating=4]

Recommended link: BRC-Google Q1 2012 monitor - Published April 16th 2012

Our commentary on the latest Online retail monitor

The British Retail Consortium (BRC) and Google produce a regular Online Retail Monitor (ORM) that measures changes and trends in the growth of retail search terms over time. The latest version has some interesting data on the growth in mobile search which also has implications for all site owners. Since it’s direct from Google, using their data on searches for retail terms, it’s a reliable source, although it only gives relative changes not the absolute % of searches that are mobile.

The headline figure is a 132% year-on-year growth in mobile search for retail broken down as follows:

Search volume variation through time

The data is also useful for top-level benchmarking since it shows variations in search volume through each week and in the first quarter:

  • Volume of search for January sales clear
  • Peak retail search day is mobile for overall search
  • Significant peaks at weekend for mobile search showing need for dayparting to address this

A separate analysis from Google also shows the importance of mobile and in particular tablet usage in the evening, again suggesting the importance of dayparting in AdWords:

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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