A new study from Google and Ipsos/OTX shows that smartphones have become ubiquitous and indispensable to those who use them, with web activity and shopping assistance being two of the primary uses. The study also found that ads plus the always-connected, always-present smartphones make an effective marketing team: 71 percent of web searches on smartphones come from exposure to an ad of some kind, with 82 percent saying they notice mobile display ads and half saying they take some kind of action (either visiting a website or making a purchase) as a result of the ads.
The poll, which will be explored in-depth in a Google webinar entitled "The Mobile Movement: Understanding Smartphone Users," surveyed 5,013 U.S. adult smartphone internet users at the end of 2010, and found that the phones have become an integral part of their owners' lives, even using them while consuming other media or accomplishing other tasks. A third of respondents said they used their smartphone while watching TV, 22 percent while reading a newspaper, and 39 percent said they use their smartphone while in the bathroom.
In a typical week, 81 percent of smartphone users browse the internet, 77 percent do at least one search, 68 percent use a third-party app and half watch at least one video. Despite their reputation as mobile devices, 93 percent use theirs at home as well, often as an extension of -- or replacement for -- doing the same tasks on their desktop computers.
Search engines are the most popular websites, followed by social networking, shopping and video-sharing websites. Seventy-one percent of respondents said they searched for something on their phones because of exposure to an ad, either online on a desktop or notebook computer (18 percent) or through traditional media (68 percent) or from a mobile ad (27 percent).
A surprising 90 percent of these searches result in an action such as making a purchase, visiting a store, or seeking further information, respondents said. Twenty-four percent recommended a product or a service to others based on search results, and 88 percent said they took action based on the search within a day, indicating that searches are done with the expectation of finding information to make the consumer take action.
Google believes the survey results show that smartphones are making consumers smarter: nearly 80 percent use their phones to help with shopping -- either by comparing prices on-the-fly to gathering reviews or additional information about the product they are considering, or just locating a local retailer who carries the item (despite the sophistication of online ordering, almost all respondents said they prefer to buy locally when possible). The search engine giant describes a "workflow" that often starts online or on the phones inquiring about a product and ending with consumers visiting the store.
Mobile ads are noticed by most users, with the majority saying they notice display ads rather than mobile search ads , which are often text-based. Half of those who see an ad take some form of action; of that group, half make a purchase and 35 percent visit a website. Smartphones, Google says, are used throughout the research and decision-making process of consumer buying, and mobile ads and search results play a significant role. The company did not break down survey results by brand of smartphone or operating system.
The Google webinar will be held on Wednesday, April 27th at 2 p.m. EST. Users can join in freely by signing in once the event has begun. It will run for approximately one hour.
Tidak ada komentar:
Posting Komentar