Google Shares Mobile Statistics. Are You Listening?

Submitted by Matt on Tuesday, May 3, 2011

Google recently conducted a study on the mobile movement. This research, conducted at the end of 2010, included 5,013 US adult smartphone Internet users. The idea was to help understand the smartphone consumer and learn how smartphones have impacted the way consumers search, shop, and respond to mobile advertising. These statistics are great insights and are only the beginning of what lies ahead.

Google presented their findings in a video (below). I'm going to recap some of the key points to reiterate some of their findings. 

 

In one week, from our mobile phones we have:

  • Browsed the Internet: 81%
  • Used a search engine: 77%
  • Watched a video: 48%
  • Accessed a social network: 63% 

We're using smartphones everywhere:

  • 39% use it while going to the bathroom
  • 33% while watching TV
  • 22% while reading the newspaper

Smartphones have drastically changed the retailer and consumer relationship. This video from Google reinforces that.

  • 79% use a smartphone to help with shopping
  • 70% use a smartphone while in the store
  • 54% use a smartphone to find a retailer
  • 49% use a smartphone to compare prices
  • 48% use a smartphone to get promotions and coupons
  • 44% use a smartphone to read reviews and product info
  • 34% use a smartphone to search in-store inventory

Smartphone. Smartphone. Smartphone. How often do we actually use the "phone" in "smartphone" ?

 

74% make a purchase based on a smartphone search. Many talk about how social media influences buying decisions. Is mobile the next big thing?

 

Finding local information is one of the most important smartphone activities. 95% look for local information. 88% of people use that information to take action within the same day. 61% call a local business or 59% visit a local business. Are businesses making sure this experience is optimized for the mobile user?

 

71% of people search on smartphones because they saw an ad. This is done on traditional media (TV, 43%) and on our phones (17%).

 

What's the most important part of this? We're acting on it. 9 out of 10 mobile users have taken action all thanks to a smartphone search.

 

82% notice mobile ads, but 79% of top advertisers don't have a mobile website. This makes me cry inside. I think about all of those tolerant, unhappy mobile web surfers.

 

Nielsen predicts that nearly 1 in 2 Americans will own a smartphone by the end of this year. This opportunity is only going to explode even further. These stats show us that the consumer is mobile and that it has infiltrated our lives... a lot, from killing time in the bathroom to making a purchasing decision. The question is whether or not businesses are recognizing this opportunity and acting on it.


Did this open your eyes to any specific use or application in mobile? I'd love to hear about it!

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