Google’s Top 3 Tech Trends For 2015, And What They Mean For Marketers

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Google’s Top 3 Tech Trends For 2015, And What They Mean For Marketers

Google released a list of the top 3 tech trends marketers should watch in 2015, which are predictions based on information about consumer intentions gather by analyzing search data.

Here are the top 3 tech trends Google found, and what they mean for your business in 2015.

The Emergence of “Connected Life Platforms”

Connected life platforms is a phrase Google has coined for devices that represent “Internet of things”, which also connect to each other.

You know how you can control your Nest thermostat with your Pebble smartwatch? Google sees more of this type of thing going on in 2015, and it has the data to back it up:

  • Searches related to the Internet of Things grew 2.5x this past year.
  • Searches for wearable tech grew 3x this past year.
  • Searches for smart lightbulbs are up 36% from last year.
  • 4.9 billions connected things will be in use globally in 2015, up 30% from 2014.

Takeaways for marketers:
All of these connected devices will create more data, which Google suggests using to create better experiences. You can also use data-driven insights to step up your customer service.

Mobile Is The Hub Of It All

Smartphones are the hub for all connected devices, which means they are capable of using data about you to create more personalized experiences.

Google describes this phenomenon as “The Internet of Me”, and documents the extent to which mobile has grown in the past year:

  • 1.3 billion smartphones have shipped globally in 2014
  • 151 minutes per day are pent on smartphones, more than is spent on TV or laptops
  • Roughly 1 in 5 searches on Google are related to location
  • Searches for “nearby” have grown 5x since 2011

Takeaways for marketers:
Not telling us anything we don’t already know, Google emphasizes that consumers should have a great experience with your brand on their smartphone. Use context to make it even better, with content about location, ads with local inventory, and one-click ordering.

Life Gets Faster With Increased Access To Information

We now have access to information, entertainment, and services whenever we want them. Quick moments of decision making will happen constantly as the world becomes more connected.

Google provides the following data:

  • Drones are becoming a true consumer electronic.
  • Searches for drones grew 2.6x this past year.
  • Searches for “same day delivery” grew 2x this past February compared to February 2010.
  • The Google app gets 30x as many action queries by voice as by typing.

Takeaways for marketers:
Consumers expect to get what they want when they want it. Think about how you can improve your business to meet that expectation, maybe 24/7 customer support or on-demand delivery?

You can view Google’s full infographic with even more data right here.

Matt Southern
Matt Southern has been the lead news writer at Search Engine Journal since 2013. His passion for helping people in all aspects of online marketing... Read Full Bio
Matt Southern
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  • Norm

    I have seen “near me” in my clients search phrases reports, but not very often. However I have also observed that in the last year or two, Google has stopped requiring you to include a location in your search phrase in order to display local search results.

    Google is increasing the number of phrases it understands are location based, such as dentists and accountants. I think the trend is searchers will realize they do not have to include “nearby” or a location in their search phrase to get local results.

    And since Google is showing local results without these terms in many categories, I wonder what their criteria is to know if a search is location based. Are they saying 1 in 5 include nearby or a location name? I suppose if the person does not include those but clicks on a local listing, you can assume it is location based, but what if they click on an organic listing?

    I like your take away though. I am thinking about changing up the ad copy for location based searches, especially for phrases like “near me” where obviously location is a driving factor in their shopping process.

  • Roman Prokopchuk

    Mobile will just continue to blow up in U.S. markets and international at a greater rate.

  • Maureen McCabe

    Mobile is overrated. If you’re talking B2B small business (<99 employees) or medium (100-999), the numbers are dramatically different. I'm not a SEO person just a marketing consultant in Toronto who's got access to all of my clients GA stats.

    And I just did a quick peak at my GA: 85.1% traffic desktop/laptop past 12 months. Ditto for 7 "B2B" clients with similar numbers.