All users are not created equal. Understanding the differences between mobile and desktop users is not just beneficial, it's crucial for any effective marketing strategy. The reason is simple: mobile and desktop users often exhibit significantly different patterns in how they consume content and respond to advertisements.
The rising number of mobile devices significantly contributes to the growth of online sales. With consumers dedicating an increasing amount of time to various digital media forms, especially mobile devices, in the context of online shopping, businesses now have the opportunity to engage with them at any place and at any time. This shift has fueled a huge demand for products and services that are easily purchasable through mobile devices.
Mobile users often interact with content and ads on-the-go, which implies a need for quick, easy-to-understand information. Desktop users are usually in a more stable environment, like an office or home, allowing for more in-depth engagement
Then there’s the fact that size actually matters: the smaller screen of a mobile device limits the amount of information that can be displayed at once. This requires a different approach to design and content presentation compared to a desktop screen.
Intention also differs between smartphone and computer users: often, mobile users are looking for immediate answers or solutions, while desktop users might be inclined towards more comprehensive research or complex tasks. Mobile users typically have shorter attention spans due to the nature of on-the-go usage. They prefer quick, actionable content. Desktop users, on the other hand, may exhibit a greater willingness to engage with longer and more detailed content.
Search engines like Google try to figure out the user’s intent, in order to give them the best answers. As advertisers and marketers, it’s also important to understand that mobile users often have a different intent than desktop users.
Mobile search queries tend to be shorter and more urgent in nature. Users on mobile devices often seek immediate solutions or quick answers. For instance, a mobile user might search for "weather today" or "nearby coffee shops" — they just need instant, location-specific information.
Mobile searches tend to be locally oriented. This is partly due to the on-the-go nature of mobile usage. A typical example is "best Italian restaurant near me," indicating a user looking for immediate dining options in their vicinity.
Voice search plays a significant role in shaping mobile queries, since a lot of people use their phone while driving or doing other tasks. These queries are often more conversational and longer, like "Where can I find a shoe store that’s open right now?"
Desktop users often engage in more complex and specific queries. Their searches reflect a mindset geared towards comprehensive research or comparison. For instance, a desktop user might search for "best 2022 hybrid cars under $30,000" — a detailed query reflecting an in-depth research process.
Computer users usually have longer browsing sessions. They are at home, or in their office. They have time, so they can go deeper. For example, a query like "tips for first-time home buyers in California" can lead to extensive reading and comparison of mortgage rates, regional laws, etc.
Desktop users tend to perform transactional searches that lead to actions such as purchases or sign-ups. A search like "Adobe Photoshop subscription plans" indicates a user's intent to compare options and possibly make a purchase.
Understanding these differences is crucial for marketers looking to optimize their search engine marketing (SEM) and search engine optimization (SEO) strategies. For mobile users, focusing on local SEO, optimizing for voice search, and creating concise, impactful content can be more effective. In contrast, for desktop users, strategies should include the development of comprehensive, informative content, optimized for longer-tail keywords and detailed queries.
Furthermore, paid search campaigns should be tailored to these differences. Mobile ads might perform better with calls-to-action (CTAs) oriented towards immediate responses or local offerings, while desktop ads can afford to be more informative, leading users to in-depth guides or detailed product pages.
