A good friend of mine, Chuck Martin recently highlighted the findings of a Mizuho survey of 1,000 smartphone users on where consumers turn to when searching for information. Unsurprisingly, Google is the first choice:
- 34% -- Open Google search app
- 27% -- Open Safari browser and type inquiry
- 19% -- Open Chrome browser and type inquiry
- 9% -- Go to specific apps like Maps, Yelp
- 7% -- Use voice search (Siri, Google Now)
However, when consumers are shopping on smartphones, the picture is quite different:
- 45% -- Amazon
- 16% -- Google
- 6% -- eBay
- 2% -- Walmart
- 1% -- Target
- 1% -- RetailMeNot
With Amazon owning 45% of search volume, including Amazon in any brand or retailer's traffic acquisition strategy is a must. Amazon and subsidiaries have evolved into the largest point of entry for smartphone commerce.