Desktop search is flat. Is mobile up?
The answer is, of course: yes! But we knew that. The Internet is mobile these days and will only increase in the years to come.
But in a stark reminder, ComScore released its December search volumes earlier in the weeks and the data collected by that firm show desktop search were absolute flat in December 2015, compared to December 2014. No increases.
Google searches were even down slightly, losing a little market share to Bing searches.
Little over two weeks ago, the Global Web Index released its Trends 16 report on the state of digital marketing says we’ve already reached the tipping point when mobile devices are used more by some demographic groups than are PCs.
“Way back in 2011, it was just 51% of internet users who were getting online via these devices; fast forward to the close of 2015 and that figure now stands at 75% (rising considerably higher in certain demographic segments or markets),” states the report. “Nevertheless, 2016 marks a particularly important moment in this process: while smartphones have long challenged PCs/laptops when it comes to the most popular or commonly owned device, they’re now starting to overtake them in terms of time spent online too.”
Google itself announced last May its internal data showed more searches being conducted via mobile devices than on desktops. And what that means for website owners and marketeers is content needs to be restructured to respond to mobile searches, to show up when users ask questions in mobile device search queries. We search differently using our voices on mobile devices than we do using our fingers on keyboards. The phrase is, “semantic search.”
Semantic search is simply the name given the trend to search the dubya-dubya-dubya by asking a question, rather than simply entering a word or phrase. Because more and more people are using smartphones as the primary online search device the searches are most often spoken into the phone. When searches are spoken into a phone they most often take the form of a question: “When is the Super Bowl?”