The Mobile Movement: Understanding Smartphone Consumers

Uploaded by GoogleMobileAds on 13.04.2011

there's a mobile movement going on.
The rise of smartphones is creating smarter Consumers, creating more opportunities for
smarter marketing. Smartphones are always on, always with us, and always connected. In one week we've
browsed the internet,
used a search engine,
watched a video, and connected with our friends-- all our smartphones. But that's info you might
already know. Here's some you might not. We're using smartphones almost everywhere, even while
consuming other media. Smartphones have become such an important part of our lives, that many
of us would give up high heels, cable TV, even chocolate-just to keep using them. They're
becoming important to our shopping habits too.
Smartphones have become the ultimate shopping companion, transforming us into more savvy
Seventy-nine percent use a smartphone to help with shopping.
In fact, seventy percent of us actually use our smartphone while in the store. We use it
to find retailers, compare prices, get coupons read reviews and check to see if something's
in stock.
Which leads us to buy. Nearly three-quarters of shoppers made a purchase as a direct result
of the info we got from our smartphones. Either in store,
or on our phone.
Our new mobile shopping habits are adding up to big spending across the board.
And where do we do most of our shopping?
Usually in our own backyards. In fact finding local information is one of the most popular
smartphone activities.
We're using our phones to find everything from the nearest pizza place, to movie showtimes
to finding the the nearest store that carries the item we're looking for. And eighty eight
percent of us use that local information and take action within a day. Whether to call or
visit a local business.
Over the past year, mobile search queries have skyrocketed to new heights, as we search for
everything from product reviews, to travel info, to random trivia that can help us settle bets
with our friends.
And while word of mouth or seeing a product in-store may lead people to search on smartphones,
seventy one percent of us search because we saw
an ad
both on traditional media
and on our phones.
And we're acting on it.
Nine out of ten mobile users have taken action all thanks to a smartphone search.
The simple fact is mobile ads work.
recall seeing a mobile ad? Youre not alone.
Eighty two percent of us do.
Yet seventy nine percent of top advertisers don't have a mobile optimize website.
it's important to build a good mobile user experience, because if we see a mobile ad
we tend to click on the ad,
visit the advertiser’s site,
make a purchase,
or call the business.
Today we use smartphones to stay connected, to keep us entertained, to search for information on
the go, and to make us smarter shoppers.
And we're going to be doing a lot more of this,
creating more opportunities for marketers to connect with their customers.
Don't miss the mobile movement.
Mobilize your marketing to reach the new smartphone consumer.