Smartphones are set to be a Marketing Channel You Can't Ignore!
New 2012 Google study on smartphone usage shares new data from a survey of 1,000 participants in six countries on mobile search and consumer behavior. Among the highlights:
- 82 percent of smartphone users use a search engine at least one time per week.
- 88 percent of smartphone users notice ads on a smartphone - made up of 41 percent on search engines; 46 percent in an app; 25 percent on a retailer website; 20 percent on a video website; 27 percent while watching a video; and 47 percent while on a website.
- 75 percent of smartphone users watch video and 26 percent watch at least one time per day.
- 79 percent of smartphone users visit social networks, while 54 percent visit at least one time per day.
Google noted that 89 percent of smartphone owners take some kind of action after looking up local content:
- 51 percent called a business or service
- 25 percent made an in-store purchase from a business
- 21 percent made an online purchase from a business
- 48 percent visited a business
- 47 percent visited the website of a business or service
- 49 percent looked up a business or service on a map
Mobile shoppers are buying: 20 percent buy daily; 14 percent buy weekly; and 29 percent buy monthly. But they’re also using their smartphone to compare prices and research products.
Google’s Predictions for 2012: Jason Spero, Google’s head of global mobile sales and strategy, shared predictions on “major developments we will see in mobile in 2012”:
- More than 1 billion people will use mobile devices as their primary internet access point.
- There will be 10 days where >50% of trending search terms will be on mobile
- Mobile’s role in driving people into stores will be proven and it will blow us away
- “Mobile driven spend” will emerge as a big category
- Smartphones will prove exceptional at driving new consumer behavior
- Tablets will take their place as the 4th screen
- The intersection of mobile and social will spark a dramatic new form of engaging consumers