New insights offered by Bing into UK consumer behaviour has revealed one on two weekend searches now come from mobile. This stat in itself may not come as a surprise – it was only a matter of time, after all – but it does reveal a number of other insights into consumer behaviour.
Retail, travel and finance top the weekend search shares
Data from across the Bing Network has shown that retail enjoys the largest share of weekend mobile searches – a total of 54%. Travel comes in at a close second with 48% and finance rounds up the top three with 36%.
The same study reveals searches including the words “what” (+48%), and “which” (+32%) have almost doubled and gone up by a third retrospectively. This gives you a clue about the nature of queries most commonly typed in the Bing Network – especially for the top three industries.
‘Hot hours’ for mobile searches
We’ve also been given an outline for the “Hot hours” of mobile device usage across weekdays and weekends:
Weekdays: 4pm – 10pm on mobile; 10am – 4pm on PC
Weekends: 3pm – 10pm on mobile; 1pm – 7pm on PC
That gives you some clues about targeting users across different devices across the week and when to schedule ads for each type of user. Remember this data all stems from the Bing Network, though, and consider that when you’re marketing for Google or other search engines.
The Google difference
Google hasn’t been quite so generous with its core stats on mobile usage but we already know more than half of searches are mobile on the world’s favourite engine. The data hasn’t been broken down in the same depth as the latest Bing studies but we expect similar trends.
The key difference, as we see it, between Bing and Google insights is that Bing search trends are a touch behind Google but heading in the same direction. We can’t prove this without more data from Google but it makes sense, considering the gap between Google and Bing user numbers here in the UK.
The important takeaway here is that search trends vary be industry, device type, time of weeks and many other factors. Data from the key players in search will hopefully reinforce your own findings but you need to collect that initial data to know you’re working along the right lines.