Almost 80% of all consumer decision making starts with an organic search. Of this 80%, 75% of this segment search for information, not brand (non-branded organic traffic). This 80% could also be categorized under the following categories:
- I want to know (80%)
- I want to go (10%)
- I want to buy (10%)
Quick answers (knowledge graph) taking over SERPS
Quick answers are what show up at the top of google searches, answering your questions. If you can win quick answers you can greatly increase your search traffic (many see between 20-40% increases in traffic). This is another example when optimizing your content for Users and bots is mutually beneficial. Another example of mutual benefits is accessibility, as making your site more accessible helps discoverability (search).
Micro moments and multi-tasking, social and beyond
There are 30 billion micro moments per day on mobile, each person having potentially hundreds of micro moments each day.
Shopping micro moments
90% of in store visitors use their mobile device while in a store.
- A tool for shopping: many of these shoppers use their mobile device to see if they can find a better deal online or to get coupons for the store they are visiting.
- A tool for killing time: You can witness shopping partners killing some time using their phone while their friend is doing the shopping or as you are waiting in line. The last time I was in a Chipotle, nearly 3/4 of the line were on their smart phone.
TV micro moments
57% of TV watchers use their mobile devices while watching a show. Social companies like Twitter are trying to capitalize on this as seen in Twitter’s integration with Apple TV.
Social dominance on mobile
Facebook currently sees 1.7 billion visits monthly and 500 million visits per month on Instagram which together accounts for 20% of all mobile activity on the web. If you look at native mobile apps there are only a handful of apps most people use everyday. For most companies that are not part of this handful of apps, they will typically have a small percentage of faithful users using their app regularly. All other users will simply use the website for that organization/company as needed. This is why Google encourages and ultimately favors progressive enhancement and progressive web apps which are more likely to be used than your native mobile app.