SlideShare ist ein Scribd-Unternehmen logo
1 von 40
Downloaden Sie, um offline zu lesen
This study is brought to you courtesy of




 www.google.com/think/insights
The Mobile Movement
Understanding Smartphone Users

Google/IPSOS OTX MediaCT
U.S., April 2011
Research Objectives

Gain a deep understanding of smartphone consumer behavior,
specifically with regard to:




     DAY




   How are      How do consumers   What types of info         What role do                How do
 smartphones       multi-task       are consumers          smartphones play             consumers
   used in          with their     searching for on        in decision making           respond to
  daily life?     smartphones?         mobile ?         for products & services?       mobile ads?




                                                                            Google Confidential and Proprietary   2
Research Methodology

• In partnership with Ipsos OTX MediaCT, a total of 5,013 US online
  adults (18-64 years of age) who identified themselves as using a
  smartphone to access the Internet were interviewed.
  – A smartphone is defined as “a mobile phone offering advanced
    capabilities, often with PC-like functionality or ability to download apps”
• Respondents were asked a variety of questions around: device
  usage, mobile search, web and commerce behavior, mobile
  advertising
• Interviews were conducted in Q4 2010




                                                                  Google Confidential and Proprietary   3
Agenda


   1     General Smartphone Usage


   2     Action-oriented Searchers


   3     Local Information Seekers


   4     Purchase Driven Shoppers


   5     Reaching the Smartphone User

                                        Google Confidential and Proprietary   4
General
Smartphone
Usage



             Google Confidential and Proprietary   5
Smartphones Are Embedded Into Daily Life




                                                                                                                                   89%
                                                                                             Use their smartphone
                                                                                               throughout the day
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users (5013)
Q.     Overall, how often do you use your smartphone for anything other than sending or receiving calls? Please think of anytime   Google Confidential and Proprietary   6
you may access the Internet, use apps, text message, etc
A Consumer’s Always-on Companion

                                                  Where Smartphone Is Used




       93%
       Home

        Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
        Base: Smartphone Users (5013)
        Q. Where do you use your smartphone?                                     Google Confidential and Proprietary   7
Smartphones Serve As Pocket PCs
     and Extend Desktop Experience


          81%
         Browsed the internet
                                                                        Smartphone Activities Within Past Week
                                                                                                       (Excluding Calls)




                                              77%
                                         Used a search engine

                                                                                           68%
                                                                                          Used an App

                                                                                                                            48%
                                                                                                                             Watch videos




Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users (5013).
Q. Aside from making or receiving calls, which of the following activities, if any, have you done on your smartphone in the past week?




                                                                                                                                            Google Confidential and Proprietary   8
Smartphones Are Used While Consuming
Other Media

                                                    Listen to music
                                                           44%




                  Read a book                                                             Watch TV
                        16%                                                                   33%




                                              72 %
                                                     Use smartphone
                                                        while….



                  Read news-
                paper/magazine                                                           Use internet
                        22%                                                                   29%




                                                  Play video games
                                                           27%


        Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
        Base: Smartphone Users (5013).
        Q. In general, which of the following media-related activities do you do while also using the
        Internet on your smartphone?                                                                    Google Confidential and Proprietary   9
Smartphones Users Multi-task in General

                                                      Activities Conducted While Using Internet on Smartphone


             59%
             Waiting in line




             40%
              Socializing




          39%
          Using the bathroom




27%
Cooking

                     Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
                     Base: Smartphone Users (5013).
                     Q. Over the past year, which of the following activities do you participate in while also
                     using the Internet on your smartphone?                                                      Google Confidential and Proprietary   10
Smartphones Help Us With Our Daily Lives


     89% Stay Connected
             Research and
     82%     Read news



     75% Navigate

     65% Keep Entertained

     45% Manage and Plan
          Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
          Base: Smartphone Users (5013).
          Q. Which of the following Internet activities do you use your smartphone for?   Google Confidential and Proprietary   11
What We’re Willing to Give Up to Keep
Our Smartphones
Willing To Exchange For Internet Usage On Smartphone




43%         36%                                       34%                                     26%                               20%
BEER        CHOCOLATE                                   SUPERBOWL                              HIGH HEELS                         CABLE TV
                                                          TICKETS




            Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
            Base: Smartphone Users (5013).
            Q. Which of the following things would you be willing to give up for an entire month, in exchange
            for continuing to use the Internet on your smartphone?
                                                                                                                Google Confidential and Proprietary   12
Action-oriented
Searchers




                  Google Confidential and Proprietary   13
Search is The Most Visited Website

                                                                       Websites Visited via Smartphone

                                     Search engine websites                                                                      77%
                               Social Networking websites                                                               65%
                                                    Retail websites                                      46%
                                     Video sharing websites                                            43%
                             General consumer websites                                              38%
                       Brand or manufacturer websites                                         26%
           Review websites, blogs or msg boards                                               25%
                               Health information websites                                24%
                                   Finance-related websites                               24%
                                     Travel-related websites                              23%
                                                Coupon websites                          18%
             Full-length TV programming websites                                        17%
                                             Magazine websites                          15%
                                                    Other websites                      14%
         Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
         Base: Smartphone Users 18+ (n=5,013)
         Q: Which of the following types of websites do you visit on your smartphone?
                                                                                                    Google Confidential and Proprietary
Smartphone Searchers Look For a Wide
     Variety of Information
                                                                 Types of Info Sought Using Search Engine (Via Smartphone)

             51%
              Dining




31%       Travel




                        49%
                         Entertainment




17% Automotive


Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users Who Use Search (4902).
Q. Which of the following types of information do you look for using a search engine on               Google Confidential and Proprietary   15
your smartphone?
Consumers Seek Quick and Convenient
Information When Searching
                   Reasons For Searching On Smartphone




                                                                                                   89%
                                                                                                      urgency




        Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
        Base: Smartphone Users Who Use Search (4902).
        Q. Why do you conduct searches on your smartphone (versus on your computer)?
                                                                                       Google Confidential and Proprietary   16
9out of10
                                                                                                    searchers have taken
                                                                                                    action as a result of a
                                                                                                      smartphone search
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users Who Use Search (4902).
Q. Which, if any, of the following actions have you taken as a result of conducting a search on your smartphone?       Google Confidential and Proprietary
                                                                                                                      Google Confidential and Proprietary    17
More than Half of Smartphone
  Searchers Purchase

                                                                     Actions Taken As a Result of a Smartphone Search


                                                                                                   Talked to others         40%

                   59%                        Discuss                                    Visited social networking          39%

                                                                      Recommended brand or product to others          24%




                              Continue
     67%
                             Research

                     Visit a
68%
                    Business

53% Purchase
  Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
  Base: Smartphone Users Who Use Search (4902).
  Q. Which, if any, of the following actions have you taken as a result of conducting a search on your smartphone?            Google Confidential and Proprietary   18
Local Information
Seekers




                Google Confidential and Proprietary   19
95%
Smartphone users have
looked for local information
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users (5013).
Q. How often do you look for information about business or services close to your location? Think about any information you
                                                                                                                               Google Confidential and Proprietary
                                                                                                                              Google Confidential and Proprietary    20
may access while you are in your home area, while traveling, etc.
Local Information Seekers Are Ready To Buy

       Actions Taken As a Result of a Looking for Local Information




                  77%
                  Contacted a business
                                                                                     44%   Purchased




       61% Call                   59% Visit                         22% Online                       36% Store



         Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
         Base: Smartphone Users Who Access Local Content (4757).
         Q. Which of the following actions have you taken after having looked up this type of information
         (business or services close to your location) on your smartphone?
                                                                                                            Google Confidential and Proprietary   21
A Variety of Actions Are Taken After Accessing
Local Content




         Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
         Base: Smartphone Users Who Access Local Content (4757).
         Q. Which of the following actions have you taken after having looked up this type of information
         (business or services close to your location) on your smartphone?
                                                                                                            Google Confidential and Proprietary   22
Nearly All Local Information Seekers Take
Action Within a Day
        When Action Is Taken (After Looking Up Local Information)




                                                                                                                    Within
                                                                                                                    a day:
                                                                                                                    88%




         Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
         Base: Smartphone Users Who Have Taken Action After Accessing Local Content (4330).
         Q. And typically, how long after looking up local information do you take action?
                                                                                              Google Confidential and Proprietary   23
Purchase Driven
Shoppers



                    4
              Google Confidential and Proprietary   24
Mobile is Transforming Everyday
Shopping Behavior




      79%                                                70%                                74%
                                                                                          Of smartphone
     Use phone for                                    Use phone while                     shoppers made
    shopping related                                   shopping in-                       a purchase as a
       activities                                          store                           result of using
                                                                                            smartphone




                 Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
                                                                                           Google Confidential and Proprietary   25
79% of Users Rely on Smartphones to Help
with Shopping

                                                                                Located a retailer                           54%



        78% In-store Drivers                                           Compared prices to decide

                                                                       Searched store's inventory                     34%
                                                                                                                            49%




                                                            Read product information and reviews                         44%
                   Get More                                       Compared features of a product                       40%

        69%        Product
                   Information
                                                                           Used barcode scanner                  26%

                                                                            Watched online video                21%




        52% Contact Retailer
                   Find and Use
  50%   48%        Offers &
                   Discounts
           Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
           Base: Smartphone Users (5013); Have Used Smartphone to Help Shop (3968).
           Q. Which, if any, of the following ways have you used the Internet on your smartphone to help with
           your shopping?
                                                                                                                      Google Confidential and Proprietary   26
70%
          Use smartphone while shopping in-store
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
                                                                                                                             Google Confidential and Proprietary
                                                                                                                            Google Confidential and Proprietary    27
Base: Have Used Smartphone to Help Shop or Purchase (4153).
Q. Have you ever used your smartphone while shopping in a store (e.g., to look up product information, prices, features)?
Smartphones Are an Integral Part of a
Multi-channel Purchase Process

                                                                      Research on smartphone and
                                            67%                       then buy in store


                                                                      Research on smartphone, visit store
                                                                      to check out product and then
                              $
                                            23%                       purchase online (computer or internet
                                                                      enabled device)

                                                                      Research on smartphone, visit store
                                            16%                       to check out product and then
                                                                      purchase on smartphone



                                                                      Visit store, then purchase on
                                                 9%                   smartphone

         Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
         Base: Have Used Smartphone to Help Shop or Purchase in Some Way (3533).
         Q. Which of the following ways do you typically approach shopping with your smartphone?
                                                                                                   Google Confidential and Proprietary   28
         Note: “None of these” (15%) excluded.
Majority of Smartphone Shoppers Purchase

              Ever Made A Purchase                                                                  Purchase Channel
       (As A Result Of Using A Smartphone)?



                                                        Yes                                    In-store:   76%
                                                    74%


                                                                                       Online using
                                                                                       a computer:         59%



                                                                                      Smartphone:          35%

Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users Who Made Purchase As a Result of Using Phone While Shopping (3710).                       Google Confidential and Proprietary   29
Q.     As a result of using your smartphone have you ever purchased products or services...?
Smartphone Shoppers Purchase Via
    Mobile Websites




                                          through
            27%                           website




Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Have Used Smartphone to Purchase (3731)
Q. As a result of using your smartphone while shopping,
have you ever purchased products or services...?




                                                                         Google Confidential and Proprietary   30
Smartphone Shoppers Purchase Via Apps



                                                                                      through
                                                                         22%          app




Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Have Used Smartphone to Purchase (3731)
Q. As a result of using your smartphone while shopping,
have you ever purchased products or services...?




                                                                               Google Confidential and Proprietary   31
Shoppers Spent Roughly $300 On Smartphone
    Purchases in Past Year
                                                                                              Top Purchases Made on Smartphone In Past Year
             Total Amount Spent On Smartphone
                     Purchases (Past Year)
                                 Median:

                          $300




Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Purchased Products or Services on Smartphone in Past Year Through App or Website
(1255).
Q. Which of the following purchases have you made on your smartphone in the past year?
Q. And, approximately, how much have you spent in total on these purchases you have made on
your smartphone in the past year?
*Note: Exlcludes those who “Have not made a purchase in past year”.



                                                                                                                       Google Confidential and Proprietary   32
Reaching the
Mobile User




               Google Confidential and Proprietary   33
Cross Media Exposure Influences Mobile Search
                  Motivations for Mobile Search As a Result Of

                                                                              Friends/family                51%


     61%      Word of Mouth
                                                                          Social networking          38%




              Saw something
     44%      in Store
                                                                               Saw in Store             44%




              Saw Online
     18%      Ad

                                                                   TV commercial / program             43%

              Traditional                                                             Radio           40%

     68%      Media
                                                                 Read magazine/newspaper
                                                                                   Billboard
                                                                                       Mail    22%
                                                                                                     35%
                                                                                                     36%




     27%      Mobile Ad

        Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
        Base: Smartphone Users Who Use Search (4902).
        Q. Have you ever used a search engine on your smartphone to find more information            Google Confidential and Proprietary   34
        on something that you …
71%
                                                                                  search because
                                                                                  they saw an ad




Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users Who Use Search (4902).                                                                Google Confidential and Proprietary   35
                                                                                                            Google Confidential and Proprietary
Q. Have you ever used a search engine on your smartphone to find more information on something that you …
A Vast Majority Notice A Mobile Ad

                              Notice Ads
                            on Smartphone                                         Types of Mobile Ads Noticed



                                                             82%                                                           Display
                                                                                                                           Ads




                                                                                                                             Search
                                                                                                                             Ads




                                                                                                                      Location/
                                                                                                                      Maps Ads




Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users (5013)                                                                        Google Confidential and Proprietary   36
Q.      How often do you notice advertising when you are using your smartphone?
Half of Those Who See a Mobile Ad Take Action
                                    Actions Ever Taken As a Result of Seeing A Mobile Ad

                                                                                                              ...computer               33%

                                           Looked for More
                       49%                 Information                                                     …smartphone                 32%




                                                                                        Click to call advertiser on mobile       18%
                                           Contacted
                       27%                 Advertiser                              Called advertiser/retailer at later time      17%




                                                                                         Went to store for additional Info        22%
                                          Visit / Locate
                      33%                 Retailer                                            Located directions on map          20%




                                                                                                                   Instore             31%


                      49%                 Purchase                                                   Online on computer

                                                                                                 Online with smartphone
                                                                                                                                   24%

                                                                                                                                  23%




                                                             42% Clicked on Ad | 35% Visit website
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users Who Took Action as a Result of Noticing Ads (1997).                                                               Google Confidential and Proprietary   37
Q.    Which of the following actions, if any, have you taken as a result of seeing a mobile ad of any type on your smartphone?
Summary of Findings and Implications

     Extend online advertising strategies to mobile as consumers use their smartphones
     to help with all aspects of their daily lives.



     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 and they are most ready to act on the information they find.

     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. Have a mobile-optimized website so consumers can easily complete their
     goals.

     Implement an integrated mobile ads marketing strategy as people use their
     smartphones while consuming other media and are influenced by it. Ensure your
     mobile ads are engaging and appear prominently as a majority of mobile users
     notice mobile ads and take action on them.

            Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
                                                                                     Google Confidential and Proprietary   38
Like what you learned?
  Find more studies and data at




www.google.com/think/insights

Weitere ähnliche Inhalte

Was ist angesagt?

Mobile media consumption presentation philippines
Mobile media consumption presentation  philippinesMobile media consumption presentation  philippines
Mobile media consumption presentation philippinesjoeychee
 
Mobile internet-consumer-indonesia
Mobile internet-consumer-indonesiaMobile internet-consumer-indonesia
Mobile internet-consumer-indonesiaHafizhuddin Amin
 
our_mobile_planet_china_en
our_mobile_planet_china_enour_mobile_planet_china_en
our_mobile_planet_china_enWu Nengyong
 
Digital Trends in the Philippines
Digital Trends in the PhilippinesDigital Trends in the Philippines
Digital Trends in the PhilippinesEmerge
 
Philippines mobile internet trends
Philippines mobile internet trendsPhilippines mobile internet trends
Philippines mobile internet trendsOn Device Research
 
Baidu - Explore The Mobile World in Indonesia - 2014
Baidu - Explore The Mobile World in Indonesia - 2014Baidu - Explore The Mobile World in Indonesia - 2014
Baidu - Explore The Mobile World in Indonesia - 2014Baidu Indonesia
 
Mobile Internet Consumer Philippines 2013
Mobile Internet Consumer Philippines 2013Mobile Internet Consumer Philippines 2013
Mobile Internet Consumer Philippines 2013Techglimpse
 
Monetizing indonesia internet & Mobile
Monetizing indonesia internet & MobileMonetizing indonesia internet & Mobile
Monetizing indonesia internet & MobileAndi Boediman
 
Indonesia market overview 2015
Indonesia market overview 2015Indonesia market overview 2015
Indonesia market overview 2015Ho Ngoc Hieu
 
South Africa mobile consumer trends
South Africa mobile consumer trendsSouth Africa mobile consumer trends
South Africa mobile consumer trendsOn Device Research
 
E marketer indonesia_online-a_digital_economy_emerges_fueled_by_cheap_mobile_...
E marketer indonesia_online-a_digital_economy_emerges_fueled_by_cheap_mobile_...E marketer indonesia_online-a_digital_economy_emerges_fueled_by_cheap_mobile_...
E marketer indonesia_online-a_digital_economy_emerges_fueled_by_cheap_mobile_...Nanda Ivens
 
2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTarget2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTargetPhilippe Dumont
 
Nigeria: An analysis of the Mobile Behavior of Social Economic Classes
Nigeria: An analysis of  the Mobile Behavior of Social Economic ClassesNigeria: An analysis of  the Mobile Behavior of Social Economic Classes
Nigeria: An analysis of the Mobile Behavior of Social Economic ClassesEniola Moronfolu
 
Smartphone User Persona Report 2015 - Malaysia
Smartphone User Persona Report 2015 - MalaysiaSmartphone User Persona Report 2015 - Malaysia
Smartphone User Persona Report 2015 - MalaysiaVserv
 
Mobile in South Africa 2014 AMPS Report (Pre-Release)
Mobile in South Africa 2014 AMPS Report (Pre-Release)Mobile in South Africa 2014 AMPS Report (Pre-Release)
Mobile in South Africa 2014 AMPS Report (Pre-Release)Raymond Buckle
 
Indonesia Internet Economy and Ecosystem Development Program - Grow Local Go ...
Indonesia Internet Economy and Ecosystem Development Program - Grow Local Go ...Indonesia Internet Economy and Ecosystem Development Program - Grow Local Go ...
Indonesia Internet Economy and Ecosystem Development Program - Grow Local Go ...Rein Mahatma
 

Was ist angesagt? (19)

Mobile media consumption presentation philippines
Mobile media consumption presentation  philippinesMobile media consumption presentation  philippines
Mobile media consumption presentation philippines
 
Mobile internet-consumer-indonesia
Mobile internet-consumer-indonesiaMobile internet-consumer-indonesia
Mobile internet-consumer-indonesia
 
Mobile Users in Indonesia
Mobile Users in IndonesiaMobile Users in Indonesia
Mobile Users in Indonesia
 
our_mobile_planet_china_en
our_mobile_planet_china_enour_mobile_planet_china_en
our_mobile_planet_china_en
 
Mobile Marketing in China
Mobile Marketing in ChinaMobile Marketing in China
Mobile Marketing in China
 
Digital Trends in the Philippines
Digital Trends in the PhilippinesDigital Trends in the Philippines
Digital Trends in the Philippines
 
Philippines mobile internet trends
Philippines mobile internet trendsPhilippines mobile internet trends
Philippines mobile internet trends
 
Nielsen sea cross platform report 2014- Vietnam
Nielsen sea cross platform report 2014- VietnamNielsen sea cross platform report 2014- Vietnam
Nielsen sea cross platform report 2014- Vietnam
 
Baidu - Explore The Mobile World in Indonesia - 2014
Baidu - Explore The Mobile World in Indonesia - 2014Baidu - Explore The Mobile World in Indonesia - 2014
Baidu - Explore The Mobile World in Indonesia - 2014
 
Mobile Internet Consumer Philippines 2013
Mobile Internet Consumer Philippines 2013Mobile Internet Consumer Philippines 2013
Mobile Internet Consumer Philippines 2013
 
Monetizing indonesia internet & Mobile
Monetizing indonesia internet & MobileMonetizing indonesia internet & Mobile
Monetizing indonesia internet & Mobile
 
Indonesia market overview 2015
Indonesia market overview 2015Indonesia market overview 2015
Indonesia market overview 2015
 
South Africa mobile consumer trends
South Africa mobile consumer trendsSouth Africa mobile consumer trends
South Africa mobile consumer trends
 
E marketer indonesia_online-a_digital_economy_emerges_fueled_by_cheap_mobile_...
E marketer indonesia_online-a_digital_economy_emerges_fueled_by_cheap_mobile_...E marketer indonesia_online-a_digital_economy_emerges_fueled_by_cheap_mobile_...
E marketer indonesia_online-a_digital_economy_emerges_fueled_by_cheap_mobile_...
 
2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTarget2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTarget
 
Nigeria: An analysis of the Mobile Behavior of Social Economic Classes
Nigeria: An analysis of  the Mobile Behavior of Social Economic ClassesNigeria: An analysis of  the Mobile Behavior of Social Economic Classes
Nigeria: An analysis of the Mobile Behavior of Social Economic Classes
 
Smartphone User Persona Report 2015 - Malaysia
Smartphone User Persona Report 2015 - MalaysiaSmartphone User Persona Report 2015 - Malaysia
Smartphone User Persona Report 2015 - Malaysia
 
Mobile in South Africa 2014 AMPS Report (Pre-Release)
Mobile in South Africa 2014 AMPS Report (Pre-Release)Mobile in South Africa 2014 AMPS Report (Pre-Release)
Mobile in South Africa 2014 AMPS Report (Pre-Release)
 
Indonesia Internet Economy and Ecosystem Development Program - Grow Local Go ...
Indonesia Internet Economy and Ecosystem Development Program - Grow Local Go ...Indonesia Internet Economy and Ecosystem Development Program - Grow Local Go ...
Indonesia Internet Economy and Ecosystem Development Program - Grow Local Go ...
 

Andere mochten auch

Ericsson Mobility Report - June 2015 - Europe appendix
Ericsson Mobility Report - June 2015 - Europe appendixEricsson Mobility Report - June 2015 - Europe appendix
Ericsson Mobility Report - June 2015 - Europe appendixEricsson
 
The Future of the Internet Economy Egypt 2014
The Future of the Internet Economy Egypt 2014The Future of the Internet Economy Egypt 2014
The Future of the Internet Economy Egypt 2014Mahmoud A. Rabo
 
Gadgets they use are no longer fiction
Gadgets they use are no longer fictionGadgets they use are no longer fiction
Gadgets they use are no longer fictionTricon Infotech
 
10 Quotes to Inspire Your Brand Strategy
10 Quotes to Inspire Your Brand Strategy 10 Quotes to Inspire Your Brand Strategy
10 Quotes to Inspire Your Brand Strategy Courtney Meznarich
 
Australia – Telecoms Industry Analysis and Forecast to 2015-2020
Australia – Telecoms Industry Analysis and Forecast to 2015-2020 Australia – Telecoms Industry Analysis and Forecast to 2015-2020
Australia – Telecoms Industry Analysis and Forecast to 2015-2020 Sachin Sharma
 
Social Media in the Middle East: 2016 round-up
Social Media in the Middle East: 2016 round-upSocial Media in the Middle East: 2016 round-up
Social Media in the Middle East: 2016 round-upDamian Radcliffe
 
Рейтинг худших компаний-клиентов 2016
Рейтинг худших компаний-клиентов 2016Рейтинг худших компаний-клиентов 2016
Рейтинг худших компаний-клиентов 2016Mitya Voskresensky
 
Social Brands: The Future of Marketing
Social Brands: The Future of MarketingSocial Brands: The Future of Marketing
Social Brands: The Future of MarketingSimon Kemp
 
Internet, Smartphone & Social Media usage statistics by RapidValue Solutions
Internet, Smartphone & Social Media usage statistics by RapidValue SolutionsInternet, Smartphone & Social Media usage statistics by RapidValue Solutions
Internet, Smartphone & Social Media usage statistics by RapidValue SolutionsRapidValue
 
Micro-Moments: Your Guide to Winning the Shift to Mobile
Micro-Moments: Your Guide to Winning the Shift to MobileMicro-Moments: Your Guide to Winning the Shift to Mobile
Micro-Moments: Your Guide to Winning the Shift to Mobileservicesmobiles.fr
 
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...RecargaPay
 
Internet mobile et réseaux sociaux : Quel rôle pour les opérateurs de télécom...
Internet mobile et réseaux sociaux : Quel rôle pour les opérateurs de télécom...Internet mobile et réseaux sociaux : Quel rôle pour les opérateurs de télécom...
Internet mobile et réseaux sociaux : Quel rôle pour les opérateurs de télécom...Benoit Hucafol
 

Andere mochten auch (20)

Digital in 2016
Digital in 2016Digital in 2016
Digital in 2016
 
Digital in 2017 Global Overview
Digital in 2017 Global OverviewDigital in 2017 Global Overview
Digital in 2017 Global Overview
 
2016 Digital Yearbook
2016 Digital Yearbook2016 Digital Yearbook
2016 Digital Yearbook
 
Digital, Social & Mobile in 2015
Digital, Social & Mobile in 2015Digital, Social & Mobile in 2015
Digital, Social & Mobile in 2015
 
2017 Digital Yearbook
2017 Digital Yearbook2017 Digital Yearbook
2017 Digital Yearbook
 
Ericsson Mobility Report - June 2015 - Europe appendix
Ericsson Mobility Report - June 2015 - Europe appendixEricsson Mobility Report - June 2015 - Europe appendix
Ericsson Mobility Report - June 2015 - Europe appendix
 
The Future of the Internet Economy Egypt 2014
The Future of the Internet Economy Egypt 2014The Future of the Internet Economy Egypt 2014
The Future of the Internet Economy Egypt 2014
 
Gadgets they use are no longer fiction
Gadgets they use are no longer fictionGadgets they use are no longer fiction
Gadgets they use are no longer fiction
 
Perpres 71 2013_new
Perpres 71 2013_newPerpres 71 2013_new
Perpres 71 2013_new
 
BCA Awards
BCA AwardsBCA Awards
BCA Awards
 
10 Quotes to Inspire Your Brand Strategy
10 Quotes to Inspire Your Brand Strategy 10 Quotes to Inspire Your Brand Strategy
10 Quotes to Inspire Your Brand Strategy
 
Australia – Telecoms Industry Analysis and Forecast to 2015-2020
Australia – Telecoms Industry Analysis and Forecast to 2015-2020 Australia – Telecoms Industry Analysis and Forecast to 2015-2020
Australia – Telecoms Industry Analysis and Forecast to 2015-2020
 
Social Media in the Middle East: 2016 round-up
Social Media in the Middle East: 2016 round-upSocial Media in the Middle East: 2016 round-up
Social Media in the Middle East: 2016 round-up
 
Рейтинг худших компаний-клиентов 2016
Рейтинг худших компаний-клиентов 2016Рейтинг худших компаний-клиентов 2016
Рейтинг худших компаний-клиентов 2016
 
Social Brands: The Future of Marketing
Social Brands: The Future of MarketingSocial Brands: The Future of Marketing
Social Brands: The Future of Marketing
 
Internet, Smartphone & Social Media usage statistics by RapidValue Solutions
Internet, Smartphone & Social Media usage statistics by RapidValue SolutionsInternet, Smartphone & Social Media usage statistics by RapidValue Solutions
Internet, Smartphone & Social Media usage statistics by RapidValue Solutions
 
Micro-Moments: Your Guide to Winning the Shift to Mobile
Micro-Moments: Your Guide to Winning the Shift to MobileMicro-Moments: Your Guide to Winning the Shift to Mobile
Micro-Moments: Your Guide to Winning the Shift to Mobile
 
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...
Latam 2020 - Revelando o potencial do mercado mobile e da internet na America...
 
Mediate Oman - Media Analysis
Mediate Oman - Media AnalysisMediate Oman - Media Analysis
Mediate Oman - Media Analysis
 
Internet mobile et réseaux sociaux : Quel rôle pour les opérateurs de télécom...
Internet mobile et réseaux sociaux : Quel rôle pour les opérateurs de télécom...Internet mobile et réseaux sociaux : Quel rôle pour les opérateurs de télécom...
Internet mobile et réseaux sociaux : Quel rôle pour les opérateurs de télécom...
 

Ähnlich wie Google research about smartphone usage in 2011

Mobile Marketing in South Africa
Mobile Marketing in South AfricaMobile Marketing in South Africa
Mobile Marketing in South AfricaMark Smith
 
2011 the mobilemovement
2011 the mobilemovement2011 the mobilemovement
2011 the mobilemovementuginwong.com
 
The mobile-movement research-studies
The mobile-movement research-studiesThe mobile-movement research-studies
The mobile-movement research-studiesNigel Mark Dias
 
2011 the mobile movement
2011 the mobile movement2011 the mobile movement
2011 the mobile movementPim Piepers
 
Understanding the Mobile Consumer - USA Research and Statistics
Understanding the Mobile Consumer - USA Research and StatisticsUnderstanding the Mobile Consumer - USA Research and Statistics
Understanding the Mobile Consumer - USA Research and StatisticsAndy Gee
 
Content Strategy Across Connected Devices
Content Strategy Across Connected DevicesContent Strategy Across Connected Devices
Content Strategy Across Connected DevicesBrandon Carson
 
iCorelio on Tablets - Belgian market forecast
iCorelio on Tablets - Belgian market forecastiCorelio on Tablets - Belgian market forecast
iCorelio on Tablets - Belgian market forecastMobile Monday Brussels
 
Latest 2013 smartphone use research data
Latest 2013 smartphone use research dataLatest 2013 smartphone use research data
Latest 2013 smartphone use research dataDentist Identity
 
Google mobile planet research 2013
Google mobile planet research 2013Google mobile planet research 2013
Google mobile planet research 2013Federico Bonetti
 
THE CURRENT STATE OF SMARTPHONE USE
THE CURRENT STATE OF SMARTPHONE USETHE CURRENT STATE OF SMARTPHONE USE
THE CURRENT STATE OF SMARTPHONE USEDentist Identity
 
Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013Hugh Vu
 
Mobile trends in the UK - OMP Report 2013
Mobile trends in the UK -  OMP Report 2013Mobile trends in the UK -  OMP Report 2013
Mobile trends in the UK - OMP Report 2013Dotun Adeoye
 
Understanding the Mobile Consumer (Greece, September 2013)
Understanding the Mobile Consumer (Greece, September 2013)Understanding the Mobile Consumer (Greece, September 2013)
Understanding the Mobile Consumer (Greece, September 2013)George Yfantis
 
Digital omnivores (ComScore)- OCT11
Digital omnivores (ComScore)- OCT11Digital omnivores (ComScore)- OCT11
Digital omnivores (ComScore)- OCT11Retelur Marketing
 
Digital omnivores
Digital omnivoresDigital omnivores
Digital omnivoresSearchStar
 
adtech SF 2012 Mobile apps creating utility and driving downloads Evan Neufeld
adtech SF 2012 Mobile apps creating utility and driving downloads Evan Neufeldadtech SF 2012 Mobile apps creating utility and driving downloads Evan Neufeld
adtech SF 2012 Mobile apps creating utility and driving downloads Evan Neufeldad:tech
 
Google 2013-my-en-mobile planet
Google 2013-my-en-mobile planetGoogle 2013-my-en-mobile planet
Google 2013-my-en-mobile planetSook Yen Wong
 
Yahoo! Mexico's Mobile Modes Research
Yahoo! Mexico's Mobile Modes ResearchYahoo! Mexico's Mobile Modes Research
Yahoo! Mexico's Mobile Modes ResearchNick Drew
 

Ähnlich wie Google research about smartphone usage in 2011 (20)

Mobile Marketing in South Africa
Mobile Marketing in South AfricaMobile Marketing in South Africa
Mobile Marketing in South Africa
 
2011 the mobilemovement
2011 the mobilemovement2011 the mobilemovement
2011 the mobilemovement
 
The mobile-movement research-studies
The mobile-movement research-studiesThe mobile-movement research-studies
The mobile-movement research-studies
 
2011 the mobile movement
2011 the mobile movement2011 the mobile movement
2011 the mobile movement
 
Understanding the Mobile Consumer - USA Research and Statistics
Understanding the Mobile Consumer - USA Research and StatisticsUnderstanding the Mobile Consumer - USA Research and Statistics
Understanding the Mobile Consumer - USA Research and Statistics
 
Content Strategy Across Connected Devices
Content Strategy Across Connected DevicesContent Strategy Across Connected Devices
Content Strategy Across Connected Devices
 
iCorelio on Tablets - Belgian market forecast
iCorelio on Tablets - Belgian market forecastiCorelio on Tablets - Belgian market forecast
iCorelio on Tablets - Belgian market forecast
 
Latest 2013 smartphone use research data
Latest 2013 smartphone use research dataLatest 2013 smartphone use research data
Latest 2013 smartphone use research data
 
Google mobile planet research 2013
Google mobile planet research 2013Google mobile planet research 2013
Google mobile planet research 2013
 
THE CURRENT STATE OF SMARTPHONE USE
THE CURRENT STATE OF SMARTPHONE USETHE CURRENT STATE OF SMARTPHONE USE
THE CURRENT STATE OF SMARTPHONE USE
 
Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013
 
Mobile trends in the UK - OMP Report 2013
Mobile trends in the UK -  OMP Report 2013Mobile trends in the UK -  OMP Report 2013
Mobile trends in the UK - OMP Report 2013
 
Understanding the Mobile Consumer (Greece, September 2013)
Understanding the Mobile Consumer (Greece, September 2013)Understanding the Mobile Consumer (Greece, September 2013)
Understanding the Mobile Consumer (Greece, September 2013)
 
Digital omnivores (ComScore)- OCT11
Digital omnivores (ComScore)- OCT11Digital omnivores (ComScore)- OCT11
Digital omnivores (ComScore)- OCT11
 
Mobile Metrics
Mobile MetricsMobile Metrics
Mobile Metrics
 
Digital omnivores
Digital omnivoresDigital omnivores
Digital omnivores
 
adtech SF 2012 Mobile apps creating utility and driving downloads Evan Neufeld
adtech SF 2012 Mobile apps creating utility and driving downloads Evan Neufeldadtech SF 2012 Mobile apps creating utility and driving downloads Evan Neufeld
adtech SF 2012 Mobile apps creating utility and driving downloads Evan Neufeld
 
Google 2013-my-en-mobile planet
Google 2013-my-en-mobile planetGoogle 2013-my-en-mobile planet
Google 2013-my-en-mobile planet
 
Yahoo! Mexico's Mobile Modes Research
Yahoo! Mexico's Mobile Modes ResearchYahoo! Mexico's Mobile Modes Research
Yahoo! Mexico's Mobile Modes Research
 
Mobile marketing china
Mobile marketing chinaMobile marketing china
Mobile marketing china
 

Mehr von Mitya Voskresensky

Российский потребитель 2015 GFK
Российский потребитель 2015 GFKРоссийский потребитель 2015 GFK
Российский потребитель 2015 GFKMitya Voskresensky
 
Портрет российской молодёжи
Портрет российской молодёжиПортрет российской молодёжи
Портрет российской молодёжиMitya Voskresensky
 
TNS: устройства для выхода в интернет
TNS: устройства для выхода в интернетTNS: устройства для выхода в интернет
TNS: устройства для выхода в интернетMitya Voskresensky
 
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...Mitya Voskresensky
 
Типы интегрированных кампаний и их результативность
Типы интегрированных кампаний и их результативностьТипы интегрированных кампаний и их результативность
Типы интегрированных кампаний и их результативностьMitya Voskresensky
 
Mobilerussiawave3 131028025458-phpapp02
Mobilerussiawave3 131028025458-phpapp02Mobilerussiawave3 131028025458-phpapp02
Mobilerussiawave3 131028025458-phpapp02Mitya Voskresensky
 
Fslidesharethestateofmen06 04-13-130605092058-phpapp02
Fslidesharethestateofmen06 04-13-130605092058-phpapp02Fslidesharethestateofmen06 04-13-130605092058-phpapp02
Fslidesharethestateofmen06 04-13-130605092058-phpapp02Mitya Voskresensky
 
Mobile usage & QR codes scanning in Russia
Mobile usage & QR codes scanning in RussiaMobile usage & QR codes scanning in Russia
Mobile usage & QR codes scanning in RussiaMitya Voskresensky
 
Millward Brown: The role of value in mobile advertising
Millward Brown: The role of value in mobile advertisingMillward Brown: The role of value in mobile advertising
Millward Brown: The role of value in mobile advertisingMitya Voskresensky
 
Исследование PWC: мифы об интернет покупателях
Исследование PWC: мифы об интернет покупателяхИсследование PWC: мифы об интернет покупателях
Исследование PWC: мифы об интернет покупателяхMitya Voskresensky
 
Pixel Perfect Precision (how to do your design clean and neat)
Pixel Perfect Precision (how to do your design clean and neat)Pixel Perfect Precision (how to do your design clean and neat)
Pixel Perfect Precision (how to do your design clean and neat)Mitya Voskresensky
 
Google & Nielsens research: mobile search moments
Google & Nielsens research: mobile search momentsGoogle & Nielsens research: mobile search moments
Google & Nielsens research: mobile search momentsMitya Voskresensky
 
Nielsen Research: Mobile consumer report 2013
Nielsen Research: Mobile consumer report 2013Nielsen Research: Mobile consumer report 2013
Nielsen Research: Mobile consumer report 2013Mitya Voskresensky
 
Research: Does celebrity advertising work ?
Research: Does celebrity advertising work ?Research: Does celebrity advertising work ?
Research: Does celebrity advertising work ?Mitya Voskresensky
 
Nielsen paid-social-media-adv-report-2013
Nielsen paid-social-media-adv-report-2013Nielsen paid-social-media-adv-report-2013
Nielsen paid-social-media-adv-report-2013Mitya Voskresensky
 

Mehr von Mitya Voskresensky (20)

Российский потребитель 2015 GFK
Российский потребитель 2015 GFKРоссийский потребитель 2015 GFK
Российский потребитель 2015 GFK
 
Портрет российской молодёжи
Портрет российской молодёжиПортрет российской молодёжи
Портрет российской молодёжи
 
TNS: устройства для выхода в интернет
TNS: устройства для выхода в интернетTNS: устройства для выхода в интернет
TNS: устройства для выхода в интернет
 
LINK test metodology
LINK test metodologyLINK test metodology
LINK test metodology
 
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...
 
Типы интегрированных кампаний и их результативность
Типы интегрированных кампаний и их результативностьТипы интегрированных кампаний и их результативность
Типы интегрированных кампаний и их результативность
 
Mobilerussiawave3 131028025458-phpapp02
Mobilerussiawave3 131028025458-phpapp02Mobilerussiawave3 131028025458-phpapp02
Mobilerussiawave3 131028025458-phpapp02
 
Mail 131031093328-phpapp02
Mail 131031093328-phpapp02Mail 131031093328-phpapp02
Mail 131031093328-phpapp02
 
Fslidesharethestateofmen06 04-13-130605092058-phpapp02
Fslidesharethestateofmen06 04-13-130605092058-phpapp02Fslidesharethestateofmen06 04-13-130605092058-phpapp02
Fslidesharethestateofmen06 04-13-130605092058-phpapp02
 
Mobile usage & QR codes scanning in Russia
Mobile usage & QR codes scanning in RussiaMobile usage & QR codes scanning in Russia
Mobile usage & QR codes scanning in Russia
 
Millward Brown: The role of value in mobile advertising
Millward Brown: The role of value in mobile advertisingMillward Brown: The role of value in mobile advertising
Millward Brown: The role of value in mobile advertising
 
Исследование PWC: мифы об интернет покупателях
Исследование PWC: мифы об интернет покупателяхИсследование PWC: мифы об интернет покупателях
Исследование PWC: мифы об интернет покупателях
 
3 2-12-130405050854-phpapp01
3 2-12-130405050854-phpapp013 2-12-130405050854-phpapp01
3 2-12-130405050854-phpapp01
 
Pixel Perfect Precision (how to do your design clean and neat)
Pixel Perfect Precision (how to do your design clean and neat)Pixel Perfect Precision (how to do your design clean and neat)
Pixel Perfect Precision (how to do your design clean and neat)
 
How to write a screenplay
How to write a screenplayHow to write a screenplay
How to write a screenplay
 
Google & Nielsens research: mobile search moments
Google & Nielsens research: mobile search momentsGoogle & Nielsens research: mobile search moments
Google & Nielsens research: mobile search moments
 
Nielsen Research: Mobile consumer report 2013
Nielsen Research: Mobile consumer report 2013Nielsen Research: Mobile consumer report 2013
Nielsen Research: Mobile consumer report 2013
 
Research: Does celebrity advertising work ?
Research: Does celebrity advertising work ?Research: Does celebrity advertising work ?
Research: Does celebrity advertising work ?
 
Creative briefing seminar
Creative briefing seminarCreative briefing seminar
Creative briefing seminar
 
Nielsen paid-social-media-adv-report-2013
Nielsen paid-social-media-adv-report-2013Nielsen paid-social-media-adv-report-2013
Nielsen paid-social-media-adv-report-2013
 

Google research about smartphone usage in 2011

  • 1. This study is brought to you courtesy of www.google.com/think/insights
  • 2. The Mobile Movement Understanding Smartphone Users Google/IPSOS OTX MediaCT U.S., April 2011
  • 3. Research Objectives Gain a deep understanding of smartphone consumer behavior, specifically with regard to: DAY How are How do consumers What types of info What role do How do smartphones multi-task are consumers smartphones play consumers used in with their searching for on in decision making respond to daily life? smartphones? mobile ? for products & services? mobile ads? Google Confidential and Proprietary 2
  • 4. Research Methodology • In partnership with Ipsos OTX MediaCT, a total of 5,013 US online adults (18-64 years of age) who identified themselves as using a smartphone to access the Internet were interviewed. – A smartphone is defined as “a mobile phone offering advanced capabilities, often with PC-like functionality or ability to download apps” • Respondents were asked a variety of questions around: device usage, mobile search, web and commerce behavior, mobile advertising • Interviews were conducted in Q4 2010 Google Confidential and Proprietary 3
  • 5. Agenda 1 General Smartphone Usage 2 Action-oriented Searchers 3 Local Information Seekers 4 Purchase Driven Shoppers 5 Reaching the Smartphone User Google Confidential and Proprietary 4
  • 6. General Smartphone Usage Google Confidential and Proprietary 5
  • 7. Smartphones Are Embedded Into Daily Life 89% Use their smartphone throughout the day Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013) Q. Overall, how often do you use your smartphone for anything other than sending or receiving calls? Please think of anytime Google Confidential and Proprietary 6 you may access the Internet, use apps, text message, etc
  • 8. A Consumer’s Always-on Companion Where Smartphone Is Used 93% Home Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013) Q. Where do you use your smartphone? Google Confidential and Proprietary 7
  • 9. Smartphones Serve As Pocket PCs and Extend Desktop Experience 81% Browsed the internet Smartphone Activities Within Past Week (Excluding Calls) 77% Used a search engine 68% Used an App 48% Watch videos Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013). Q. Aside from making or receiving calls, which of the following activities, if any, have you done on your smartphone in the past week? Google Confidential and Proprietary 8
  • 10. Smartphones Are Used While Consuming Other Media Listen to music 44% Read a book Watch TV 16% 33% 72 % Use smartphone while…. Read news- paper/magazine Use internet 22% 29% Play video games 27% Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013). Q. In general, which of the following media-related activities do you do while also using the Internet on your smartphone? Google Confidential and Proprietary 9
  • 11. Smartphones Users Multi-task in General Activities Conducted While Using Internet on Smartphone 59% Waiting in line 40% Socializing 39% Using the bathroom 27% Cooking Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013). Q. Over the past year, which of the following activities do you participate in while also using the Internet on your smartphone? Google Confidential and Proprietary 10
  • 12. Smartphones Help Us With Our Daily Lives 89% Stay Connected Research and 82% Read news 75% Navigate 65% Keep Entertained 45% Manage and Plan Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013). Q. Which of the following Internet activities do you use your smartphone for? Google Confidential and Proprietary 11
  • 13. What We’re Willing to Give Up to Keep Our Smartphones Willing To Exchange For Internet Usage On Smartphone 43% 36% 34% 26% 20% BEER CHOCOLATE SUPERBOWL HIGH HEELS CABLE TV TICKETS Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013). Q. Which of the following things would you be willing to give up for an entire month, in exchange for continuing to use the Internet on your smartphone? Google Confidential and Proprietary 12
  • 14. Action-oriented Searchers Google Confidential and Proprietary 13
  • 15. Search is The Most Visited Website Websites Visited via Smartphone Search engine websites 77% Social Networking websites 65% Retail websites 46% Video sharing websites 43% General consumer websites 38% Brand or manufacturer websites 26% Review websites, blogs or msg boards 25% Health information websites 24% Finance-related websites 24% Travel-related websites 23% Coupon websites 18% Full-length TV programming websites 17% Magazine websites 15% Other websites 14% Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users 18+ (n=5,013) Q: Which of the following types of websites do you visit on your smartphone? Google Confidential and Proprietary
  • 16. Smartphone Searchers Look For a Wide Variety of Information Types of Info Sought Using Search Engine (Via Smartphone) 51% Dining 31% Travel 49% Entertainment 17% Automotive Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users Who Use Search (4902). Q. Which of the following types of information do you look for using a search engine on Google Confidential and Proprietary 15 your smartphone?
  • 17. Consumers Seek Quick and Convenient Information When Searching Reasons For Searching On Smartphone 89% urgency Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users Who Use Search (4902). Q. Why do you conduct searches on your smartphone (versus on your computer)? Google Confidential and Proprietary 16
  • 18. 9out of10 searchers have taken action as a result of a smartphone search Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users Who Use Search (4902). Q. Which, if any, of the following actions have you taken as a result of conducting a search on your smartphone? Google Confidential and Proprietary Google Confidential and Proprietary 17
  • 19. More than Half of Smartphone Searchers Purchase Actions Taken As a Result of a Smartphone Search Talked to others 40% 59% Discuss Visited social networking 39% Recommended brand or product to others 24% Continue 67% Research Visit a 68% Business 53% Purchase Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users Who Use Search (4902). Q. Which, if any, of the following actions have you taken as a result of conducting a search on your smartphone? Google Confidential and Proprietary 18
  • 20. Local Information Seekers Google Confidential and Proprietary 19
  • 21. 95% Smartphone users have looked for local information Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013). Q. How often do you look for information about business or services close to your location? Think about any information you Google Confidential and Proprietary Google Confidential and Proprietary 20 may access while you are in your home area, while traveling, etc.
  • 22. Local Information Seekers Are Ready To Buy Actions Taken As a Result of a Looking for Local Information 77% Contacted a business 44% Purchased 61% Call 59% Visit 22% Online 36% Store Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users Who Access Local Content (4757). Q. Which of the following actions have you taken after having looked up this type of information (business or services close to your location) on your smartphone? Google Confidential and Proprietary 21
  • 23. A Variety of Actions Are Taken After Accessing Local Content Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users Who Access Local Content (4757). Q. Which of the following actions have you taken after having looked up this type of information (business or services close to your location) on your smartphone? Google Confidential and Proprietary 22
  • 24. Nearly All Local Information Seekers Take Action Within a Day When Action Is Taken (After Looking Up Local Information) Within a day: 88% Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users Who Have Taken Action After Accessing Local Content (4330). Q. And typically, how long after looking up local information do you take action? Google Confidential and Proprietary 23
  • 25. Purchase Driven Shoppers 4 Google Confidential and Proprietary 24
  • 26. Mobile is Transforming Everyday Shopping Behavior 79% 70% 74% Of smartphone Use phone for Use phone while shoppers made shopping related shopping in- a purchase as a activities store result of using smartphone Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Google Confidential and Proprietary 25
  • 27. 79% of Users Rely on Smartphones to Help with Shopping Located a retailer 54% 78% In-store Drivers Compared prices to decide Searched store's inventory 34% 49% Read product information and reviews 44% Get More Compared features of a product 40% 69% Product Information Used barcode scanner 26% Watched online video 21% 52% Contact Retailer Find and Use 50% 48% Offers & Discounts Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013); Have Used Smartphone to Help Shop (3968). Q. Which, if any, of the following ways have you used the Internet on your smartphone to help with your shopping? Google Confidential and Proprietary 26
  • 28. 70% Use smartphone while shopping in-store Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Google Confidential and Proprietary Google Confidential and Proprietary 27 Base: Have Used Smartphone to Help Shop or Purchase (4153). Q. Have you ever used your smartphone while shopping in a store (e.g., to look up product information, prices, features)?
  • 29. Smartphones Are an Integral Part of a Multi-channel Purchase Process Research on smartphone and 67% then buy in store Research on smartphone, visit store to check out product and then $ 23% purchase online (computer or internet enabled device) Research on smartphone, visit store 16% to check out product and then purchase on smartphone Visit store, then purchase on 9% smartphone Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Have Used Smartphone to Help Shop or Purchase in Some Way (3533). Q. Which of the following ways do you typically approach shopping with your smartphone? Google Confidential and Proprietary 28 Note: “None of these” (15%) excluded.
  • 30. Majority of Smartphone Shoppers Purchase Ever Made A Purchase Purchase Channel (As A Result Of Using A Smartphone)? Yes In-store: 76% 74% Online using a computer: 59% Smartphone: 35% Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users Who Made Purchase As a Result of Using Phone While Shopping (3710). Google Confidential and Proprietary 29 Q. As a result of using your smartphone have you ever purchased products or services...?
  • 31. Smartphone Shoppers Purchase Via Mobile Websites through 27% website Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Have Used Smartphone to Purchase (3731) Q. As a result of using your smartphone while shopping, have you ever purchased products or services...? Google Confidential and Proprietary 30
  • 32. Smartphone Shoppers Purchase Via Apps through 22% app Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Have Used Smartphone to Purchase (3731) Q. As a result of using your smartphone while shopping, have you ever purchased products or services...? Google Confidential and Proprietary 31
  • 33. Shoppers Spent Roughly $300 On Smartphone Purchases in Past Year Top Purchases Made on Smartphone In Past Year Total Amount Spent On Smartphone Purchases (Past Year) Median: $300 Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Purchased Products or Services on Smartphone in Past Year Through App or Website (1255). Q. Which of the following purchases have you made on your smartphone in the past year? Q. And, approximately, how much have you spent in total on these purchases you have made on your smartphone in the past year? *Note: Exlcludes those who “Have not made a purchase in past year”. Google Confidential and Proprietary 32
  • 34. Reaching the Mobile User Google Confidential and Proprietary 33
  • 35. Cross Media Exposure Influences Mobile Search Motivations for Mobile Search As a Result Of Friends/family 51% 61% Word of Mouth Social networking 38% Saw something 44% in Store Saw in Store 44% Saw Online 18% Ad TV commercial / program 43% Traditional Radio 40% 68% Media Read magazine/newspaper Billboard Mail 22% 35% 36% 27% Mobile Ad Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users Who Use Search (4902). Q. Have you ever used a search engine on your smartphone to find more information Google Confidential and Proprietary 34 on something that you …
  • 36. 71% search because they saw an ad Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users Who Use Search (4902). Google Confidential and Proprietary 35 Google Confidential and Proprietary Q. Have you ever used a search engine on your smartphone to find more information on something that you …
  • 37. A Vast Majority Notice A Mobile Ad Notice Ads on Smartphone Types of Mobile Ads Noticed 82% Display Ads Search Ads Location/ Maps Ads Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013) Google Confidential and Proprietary 36 Q. How often do you notice advertising when you are using your smartphone?
  • 38. Half of Those Who See a Mobile Ad Take Action Actions Ever Taken As a Result of Seeing A Mobile Ad ...computer 33% Looked for More 49% Information …smartphone 32% Click to call advertiser on mobile 18% Contacted 27% Advertiser Called advertiser/retailer at later time 17% Went to store for additional Info 22% Visit / Locate 33% Retailer Located directions on map 20% Instore 31% 49% Purchase Online on computer Online with smartphone 24% 23% 42% Clicked on Ad | 35% Visit website Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users Who Took Action as a Result of Noticing Ads (1997). Google Confidential and Proprietary 37 Q. Which of the following actions, if any, have you taken as a result of seeing a mobile ad of any type on your smartphone?
  • 39. Summary of Findings and Implications Extend online advertising strategies to mobile as consumers use their smartphones to help with all aspects of their daily lives. 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 and they are most ready to act on the information they find. 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. Have a mobile-optimized website so consumers can easily complete their goals. Implement an integrated mobile ads marketing strategy as people use their smartphones while consuming other media and are influenced by it. Ensure your mobile ads are engaging and appear prominently as a majority of mobile users notice mobile ads and take action on them. Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Google Confidential and Proprietary 38
  • 40. Like what you learned? Find more studies and data at www.google.com/think/insights