This week Google and Digitas announced a collaborative effort to better measure mobile marketing by combining "original Google and Digitas search and marketing data to forecast trends, inform investment strategies, and drive the creation of mobile optimized Web sites," according to the release.
As part of that announcement, some interesting data was released about mobile search, centered on the period surrounding Mother's Day. According to the data, 33% of Google queries for the term "flowers" came from mobile devices. In the week leading up to Mother's Day, desktop searches for "flowers" increased Monday to Friday then declined on the weekend. But mobile searches steadily increased all week and throughout the weekend. Also, "flowers" was searhced on mobile devices over 100% more than last year, suggesting mobile search is on the rise across the board, and that consumers are increasingly using mobile devices to shop.
This is yet another reminder that mobile search is on the rise, is taking place anywhere and everywhere, and is not limited to any particular day of the week. In fact, this data suggests that mobile search is highest on weekends. Knowing this, Web professionals might benefit from testing dayparting mobile advertising strategies to target weekends, and timing promotions and discounts to take advantage of weekend usage patterns.