In “Mobile Search and Its Implications for Search Engine Marketing,” Oneupweb identifies two key demographic groups: “need-it-now shoppers” and “killing-time” mobile shoppers, both of which are already changing the marketing landscape.
“Mobile search is influencing how people search,” Lisa Wehr, Oneupweb CEO told ClickZ News. “They’re entering shorter search queries, there’s a higher emphasis on the top few results, there’s less emphasis on photos / graphics, and more influence on shorter copy.”
“Need-it-now” mobile search users have an immediate need that is based on something that is happening at the moment. “Killing-time” users are doing research during downtime and are generally speaking stuck in their current location.