Google and Digitas collaborate to drive original mobile marketing insights and research

Monday, May 16, 2011 | 11:39 AM

We’re always looking for new mobile insights to help advertisers better understand the mobile environment, build their brands and grow their businesses on this platform.  Today, we’re announcing that we’re teaming up with Digitas, an integrated brand agency, to deliver original mobile marketing insights and usage research.  The initiative will combine original Google and Digitas search and marketing data to forecast trends, inform investment strategies, and drive the creation of mobile optimized websites.  Below is the the first of many outputs from this collaboration -- specific insights from Mother’s Day 2011.

Mother’s Day is the second largest U.S. consumer spending holiday1. As we’ve discussed in previous posts, the mobile device has become a trusted shopping companion for many users and this Mother’s Day consumers once again turned to mobile to help them find the perfect gift for mom.  Google analyzed both mobile and desktop search behavior in the days leading up to Mother’s Day and here’s some initial findings:

  • On Mother's Day 2011 (May 9th), 33% of Google search queries on the term “flowers” came from mobile devices.
  • Mobile search queries for "flowers" both on Mother’s Day 2011 and in the week leading up to the holiday increased by over 100% compared with the same periods last year.
  • In the week prior to Mother’s Day desktop searches for “flowers” increased from Monday to Friday, then declined on the weekend, while mobile queries steadily increased all week and maxed out on the weekend.  While this is in line with general mobile/desktop usage trends, on the weekend of Mother’s Day, the increase in mobile searches on “flowers” was much higher that usual, as last minute shoppers scrambled to find a bouquet for mom.
  • Google searches on “mother’s day gifts” were relatively consistent across mobile and desktop suggesting that perhaps flowers were the last minute purchase of choice for many Mother’s Day shoppers.

Relative to last year, Mother’s day shoppers looking for flowers
relied more heavily on mobile.

Mobile technology is clearly changing the way businesses engage their consumers.  In response to Mother’s Day activity, Rich Lesperance, Heads of Online Marketing at Walgreens, commented: “Mobile is critical to our long-term goals of reaching customers and building relationships.  Our shoppers are busy and on-the-go, and mobile is the gateway to provide them information, access and service when they need it. This is especially true for last minute shopping around important holidays like Mother’s Day.”

Over the course of the year, our collaboration with Digitas will look at a range of mobile trends to better understand how the advancement of mobile technology and smartphone adoption impacts consumer behavior.  We look forward to sharing them with you.

National Retail Federation survey, April 2010

Posted by: Torrence Boone, Managing Director, Google Agency Business Development