The Search Agency’s Report Highlights Trends in Smartphone, Tablet and Desktop Search
LOS ANGELES, Calif. – Sept. 12, 2013 – The Search Agency, a global online marketing firm and the largest independent U.S. search marketing agency, today released its Paid Search Trends in Real Estate Report, which found that, in the summer – July through August – tablet and mobile searches grew significantly, upwards of triple digit growth, while desktop stayed flat year-over-year (YoY). The report analyzes aggregated real estate client data to identify search marketing trends on devices during the summer as compared to 2012.
“While consumers may not be ditching their computers altogether, they’re flocking to smartphones and tablets to search for homes and apartments,” said Keith Wilson, SVP Client Facing at The Search Agency. “It’s no surprise that more and more people are using their mobile devices to find properties, listings and houses, however, this data offers real estate marketers deeper insight around consumer habits and opportunities to provide the right ads and content at the right time of day, day of the week, and on which device.”
Additional findings from the State of Real Estate Search Report include:
Clicks on tablets and smartphones are skyrocketing. Desktop clicks remained virtually flat YoY, while clicks on tablets and smartphones more than doubled. Compared to 2012, tablet clicks increased 155 percent and smartphone clicks increased 109 percent.
Meanwhile, desktop search activity is declining. Desktop impressions declined 23 percent, while tablet impressions increased 262 percent and smartphone impressions increased 44 percent compared to summer 2012.
Desktop tops the weekday, while the weekend brings in more mobile and tablet use. In summer 2013, 50 percent of impressions during the week were on desktop. On the weekend, impressions on smartphone and tablet grew to 59 percent, with smartphones seeing 40 percent impressions and tablets at 19 percent.
Home seekers are doing their research during work hours. 70 percent of total clicks came between 6 a.m. and 6 p.m., with the highest volume of search clicks taking place between noon and 6 p.m. at 38 percent clicks.
Night owls are house hunting on their smartphones. 70 percent of impressions and 45 percent of clicks from midnight to 6 a.m. came on smartphones. This is the only time of day that smartphone usage beat out desktop.
To uncover key findings for the Paid Search Trends in Real Estate Search Report, The Search Agency extracted real estate client data from search engine advertising tools. The research sample included advertisers who had 15 consecutive months of data with The Search Agency, and had an established and stable business model from June 2012 to August 2013. All results are based on U.S. campaigns only.
To download the report, go to http://www.thesearchagency.com/classroom/research/.