The balance of power is shifting because of a step-change in how people search. This change is enormous. It must inform our planning for brands.
The app is the start place for search now in many cases. Forty-four per cent of product searches start on Amazon not Google according to Brian Beck, the senior vice president of the e-commerce specialist Guidance. Twenty one per cent of shoppers go directly to the retailer’s site. Thirty four per cent start on a search engine. If they need to, they’ll search broadly. If they don’t they’ll plump for the more convenient option of in-app search.
According to data from ComScore 65 per cent of us aren’t downloading multiple apps anymore. We’re m
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