According to a new Google study, “The Mobile Movement: Understanding Smartphone Users,” released on the Google Mobile ads blog 71% of smartphone users search because of an advert 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.
According to Google’s Dai Pham Google Mobile Ads Marketing Team businesses need to make sure that they can be “found via mobile search as consumers regularly use their phones to find and act on information.” Adding that businesses must “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.”
Reaching Mobile Consumers
Cross-media exposure influences smartphone user behaviour and a majority notice mobile ads which leads to taking action on it, of those surveyed, 71% searched on their phones because of an ad exposure. But that doesn’t mean you should ignore normal advertising as 68% searched after seeing traditional media, 18% searched because of an online ad and 27% clicked through from a mobile ads – but don’t get rid of your mobile ads either as 82% noticed 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
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
Google’s survey results show that 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
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.
Ninety five percent of smartphone users have looked for local information, and of those searching for local information, 88% take action within a day, 77% have subsequently contacted a business, with 61% calling and 59% visiting the local business.
General Smartphone Usage
Google’s study found that smartphones have become an integral part of users’ daily lives, and consumers now use smartphones as an extension of their desktop computers as well as using them while they multi-task and consume other media, and they use their smartphones everywhere, 93% of smartphone owners use their smartphones while at home. An impressive 72% use their smartphones while consuming other media, with a third of smartphone users simultaneously watching TV and suing their smartphone.
Of the smartphone users surveyed
- 81% browse the Internet,
- 77% search,
- 68% use an app
- 48% watch videos on their smartphone