What are Smartphone Users Looking for?

Google Mobile Insights

A recent poll taken by Google/IPSOS wanted to find out how do smartphone owners really use their phones and what for. Over 5,000 US adults aged between 18 - 64 were interviewed for the findings. The research was conduced Q4 2010.

Some of the questions they were asked:

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

Here's what they found:

  • 89% use phone through out the day.
  • 93% of the time it's used at home while 89% on the go. 73% in a restaurant, 72% at work, and 54% at a coffee shop.
  • 81% use to browse the net, 68% use an app., 48% watch videos.
  • Almost three quarters of those surveyed use it while listening to music (44%), watch TV (33%), reading (22%), and play video games (27%).

Smartphone Users are Multi-taskers

  • They are using their phone while they are waiting (59%), eating (48%), entertaining (40%), driving (20%), taking a shower (8%).
  • 89% use to check email and socialize, 82% read the news and research, 75% use it to find a place, 65% keep entertained, 45% use to manage finances and make dinner or travel arrangements.

Give up my high heels? Why not.

43% will give up beer, 36% would give up chocolate, 34% would give up Superbowl tickets, 26% would give up high heels and 20% would give up cable TV.

Websites

  • Search sites are the most visited from a mobile device at 77% while coupon sites are about 18% retail sites make up 46%. Social sites are second at 65%.

What are they Looking for?

When searching, smartphone users are primarily looking for news (57%) while 51% are looking for a restaurant. 31 percent are looking for travel and 47 percent are shopping.

Quick Loading Sites Need Only Apply

89% are trying to find something now such as book a restaurant reservation, travel arrangements, research related information for a purchase. The chances of them acting from the phone are much greater than making the decision from a desktop and 9 out of 10 have done so. More than half will take action because of this.

Local

95% are looking locally as a result 77% contacted the business and 44% made the purchase. All this happened within the day.

  • 74% Of smartphone shoppers made a purchase as a result of using smartphone.
  • 70% will perform a search while in store. 48% made use of a coupon.
  • 67% researched on a smartphone then bought in store.
  • Only 9% visited the store then made a purchase on a smartphone (something tells me this number is going to jump).
  • 27% purchased trough a mobile website while 22% purchased from an app.
  • In the past year smartphone shoppers spent about $300.

Researchers

Smartphone users are constantly looking stuff up. 61 percent made a search by word-of-mouth, 44% saw in store, and 68% through an ad.

82% notice mobile ads. while display ads being the most popular. 49% look for more info., 27% contacted the advertiser, 33% visited the retailer, 49% made a purchase.

To see more and find out implications of the study, you can download the file here.

Watch a quick video here:

 

ShareThis


$55 Mobile website package.
Fact

You will always look at a text message whether spam or legitimate, you can't say the same for email.


Blog

mobopt.mobi QR Code.

Mobopt.com supported on many mobile browsers including iOS, Blackberry, Android, Sony, Ericsson, LG, Samsung, Palm, Windows Phone, Nokia, Opera, Symbian, PSP, DS, htc, Motorola and tons more.

Making the world mobile friendly a site at a time.