Article

Google video unveils consumer smartphone usage trends

Survey-based data reveals how smartphones have changed the ways consumers search and shop.

June 8, 2011

Google recently published "The Mobile Movement: Understanding Smartphone Customers," a brief video (seen below) distilled from the findings of an Ipsos OTX survey of 5,013 adult smartphone users in the U.S.

According to the company, the objectives of the research project were to "better understand how smartphones are used in consumers' daily lives and how smartphones have influenced the ways consumers search, shop and respond to mobile advertising."

In a written excerpt accompanying the video, the company identified four key behavioral trends in the data:

71% of smartphone users search because of an ad they’ve seen either online or offline.

82% of smartphone users notice mobile ads.

74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping.

88% of those who look for local information on their smartphones take action within a day.