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The ‘mobile tipping point’

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Last month, JJ worked with Auto Trader on a fascinating story that explored latest trends in online searches.

Back in March, Google had forecast a date that would define a ‘mobile tipping point’, the date at which searches via mobile and tablet would outstrip desktop for the first time. This was set for 4 December 2014, according to a story published in the Drum online.

But thanks to Auto Trader’s vast bank of search data – based on over 11 million unique users each month and more than 170 million searches for new and used cars – JJ was able to craft a story that showed that car buyers at least are ahead of the Google curve.

The figures revealed that for Auto Trader, the tipping point came in March last year. Furthermore the latest search patterns indicated that mobile and tablet now accounts for nearly two thirds (63%) of all searches on the site. Tablet use – driven by an upsurge in more accessible devices coming to market – now accounts for 20% of this traffic up from 16% a year ago.

We were able to place this story with the Drum journalist who had originally covered the Google piece. Click here for the full article.

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