Smartphone user study shows mobile movement under way

Tuesday, April 26, 2011 | 10:00 AM

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71% of smartphone users search because of an ad they’ve seen either online or offline; 82% of smartphone users notice mobile ads, 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day.

These are some of the key findings from “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010.  Join us in tomorrow’s webinar where we’ll present the full research findings. In the meantime, enjoy this research highlights video and read on for a summary of our main section findings:

General Smartphone Usage: Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.
  • 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone
  • 72% use their smartphones while consuming other media, with a third while watching TV
  • 93% of smartphone owners use their smartphones while at home 
Action-Oriented Searchers: Mobile search is heavily used to find a wide variety of information and to navigate the mobile Internet. 
  • Search engine websites are the most visited websites with 77% of smartphone users citing this, followed by social networking, retail and video sharing websites 
  • Nine out of ten smartphone searches results in an action (purchasing, visiting a business, etc.)
  • 24% recommended a brand or product to others as a result of a smartphone search
Local Information Seekers: Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find. 
  • 95% of smartphone users have looked for local information
  • 88% of these users take action within a day, indicating these are immediate information needs
  • 77% have contacted a business, with 61% calling and 59% visiting the local business
Purchase-driven Shoppers: Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process. 
  • 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer
  • 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones
  • 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store
Reaching Mobile Consumers: Cross-media exposure influences smartphone user behavior and a majority notice mobile ads which leads to taking action on it.
  • 71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)
  • 82% notice mobile ads, especially mobile display ads and a third notice mobile search ads
  • Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase
The findings of the study have strong implications for businesses and mobile advertisers. Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information. Incorporate location based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users.  Develop a comprehensive cross-channel strategy as mobile shoppers use their phones in-store, online and via mobile website and apps to research and make purchase decisions.  Last, implement an integrated marketing strategy with mobile advertising that takes advantage of the knowledge that people are using their smartphones while consuming other media and are influenced by it.

Learn More
To learn more about the study, please join us in a webinar tomorrow where we will present and discuss the research findings in-depth. Register for “The Mobile Movement: Understanding Smartphone Users” webinar on Wednesday, April 27th at 11am PST/ 2pm EST.  To receive the research report, please visit the Google Mobile Ads blog after April 27th to download a complimentary copy of the study.

Posted by Dai Pham, Google Mobile Ads Marketing Team


Michael Martin said...

Would be great to see the breakout that stems from Android devices vs those for iOS.

Steve said...

any privacy issue whenever advertising with individual GPS information?

rocío said...

Would particularly love to see data on Hispanic smartphone consumers!

Admin said...

I would to see stats of the most favoured countries, there biggest interest on the internet, times there on the internet and age groups. : )

victorius said...

great post, would be great to see emerging market stats..

Jeff De Cagna/@pinnovation said...

Just participated in the webinar and I was unable to download the research report. Can you assist?

Google Mobile Ads Blog said...

Hi Jeff,

We will post the link to the research along with the recorded webinar tomorrow morning.


duck of doom said...

so, today is 28 april, where is full report?

Gon said...

Good information!
I introduce this article for Japanese with sometranslation .
Thnak you !

Googleが調査した「スマートフォンユーザの利用調査」が興味深い:国内・海外情報から見える『企業のWEB活用法』:ITmedia Alternative blog :

GLACOMTECH sas said...


and data for other country, like Italy about the mobile use?

Glacomtech -

Joe said...

Great article, would also love to see world breakout. We are now posting world soccer on our App. Thanks

Aivansama said...

Is there any chance you can give some insight on mobile usage per market? I would particularly like to know what is the situation in the Brazilian market.

Aresh said...

We just created a blog post on this and why estate agents should do more with QR technology to better engage the mobile users.

let me know what you think:

Vishal Marathe said...

great article it shows how mobile world is taking over and soon it will be the buzz of the town

GSM said...

Great article indeed. Mobile phones in-fact is ruling the gadget market in present days.

emilly said...

nice informative post
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Ashley said...

Great post.. The significance of Smartphone usage could also encourage consumers to sell or recycle mobile phones which are just left unused at homes....:)

Grewin Al-ag said...

Hello, I have browsed most of your posts. This post is probably where I got the most useful information for my research. Thanks for posting, maybe we can see more on this. Are you aware of any other websites on this subject.

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brad2244 said...

alot of things are moving towards cell phones... even video games. nintendo is starting the feel the effect of this on their sales!
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