Mobile searches often lead to in-store actions within an hour according to a Nielsen & Google study. Proximity mobile payments in the US are projected to grow dramatically to $62 billion by 2016. Advertisers have increased their use of mobile location-based targeting, with search-behavioral targeting growing the most. 95% of national advertisers now use some form of mobile location-based targeting.

1. Industry updates on key mobile trends
WEEK ENDING 3/15/2013
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2. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 3/15/2013
Mobile Trends
 63% of mobile searches trigger an action within one hour of the initial search, such as going to a store, calling
a business, or making a purchase, according to a Nielsen & Google study released Wednesday. Study
highlights include:
– 45% of mobile searches are conducted to help make a decision, and that number jumps to two-thirds when in a store.
– Within 5 hours of conducting a search, the study attributes 81% of conversions to participants visiting or calling a store, or
making a purchase. Some 55% of purchases happen within 1 hour of the initial search; 26%, 1 to 5 hours; 7%, 5 to 12 hours;
8%, 12 to 24; and 4%, 24 hours or more.
– 59% of those conducting a mobile search share information within 1 hour or less; 24%, between 1 and 5 hours, and 17%, 5
hours or more.
 The growing ubiquity of Wi-Fi and mobile payments has presented a challenge and an opportunity for brick-
and-mortar retailers by putting powerful research tools in the hands of shoppers, but also providing them
with new POS capabilities.
– • eMarketer projects that proximity mobile payments in the US are set to explode, growing from $2.12 billion in 2013 to
$62.24 billion in 2016.
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3. TOP MOBILE & TABLET ACTIVITY – WEEK ENDING 3/15/2013
Mobile Trends (cont.)
 According to a new report from xAd, the use of mobile location-based targeting by advertisers is skyrocketing,
with search-behavioral targeting experiencing the highest rate of growth. Mobile local ad network xAd found:
– 95% of national advertisers are now leveraging some form of mobile location-based targeting.
– Advertisers have started to shift from the standard geo-targeting often seen in desktop marketing and based on ZIP code, city
or DMA area to geo-precise targeting, which leverages mobile’s unique ability to target users based on their specific location.
– Search-behavioral targeting provided the highest lift on average, increasing performance 60% over the industry benchmark.
– Throughout the year, locally targeted display averaged a click-through rate of 0.8% while targeted search had a click-through
rate of 8%.
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