www.google.

com/th

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thi kmobile
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The Mobile Movement
Understanding Sillaltphone Users Google/lPSOS OTX MediaCT U.S., April 2011

Research Objectives
Gain a deep understanding of smartphone consumer behavior, specifically with regard to:

How are sm artphones used in daily life?

How do cons um ers multi-task with their sm artphones?

VVhat types of info are cons um ers searching for on mobile?

VVhat rol e do smartphones play in decision making for products & services?

How do consumers respond to mobile ads?

thinkmobile w Ie

Google Confidential and Proprietary

2

Research Methodology
• In partnership with Ipsos OTX MediaCT, a total of 5,013 US online adults (18-64 years of age) who identified themselves as using a smartphoneto access the Internetwere interviewed.
- A smartphone is defined as CIa mobile phone offering advanced capabilities, often with PC-like functionality or ability to download apps'

• Respondents were asked a variety of questions around: device usage, mobile search web and commerce behavior, mobile advertising • Interviewswereconducted in Q4 2010

Google Confidential and Proprietary

3

Agenda

1
2

General Smartphone Usage Action-oriented Searchers Local Information Seekers Purchase Driven Shoppers Reaching the Smartphone User

3 4 5

thinkmobile w Ie

Google Confidential and Proprietary

4

General Smartphone Usage

08

Google Confidential and Proprietary

5

A Consumer's Always-on Companion
Where Smartphone
Home On-tile-go (e.g .. while commuting. walking) In a store Restaurant Work At a social gathering/function Cafe or coffee shop Doctor's office Airport

Is Used
93% 87% 77% 73% 72% 66% 54% 53% 50% 32% 29%

Home

Library School

mobile

Source: The MobileMovement study. Google~psosOTX MediaCT. ftpr2011 Base: Smartphone Users(5013) Q. Where do you use yoursmartphone?

Google Confidential and Proprietary

7

Smartphones Serve As Pocket pes and Extend Desktop Experience
Smartphone Activities Within Past Week

---

(Excluding Calls)
-.

...... _

--- -- ...... ---

- -- --- --_ --- ..........

Used a search engine

68

_ -- ... _

--- --- --- _ -- ---%

---

Used an ,"p

48010
Watch videos

--------------

Source: The Mobile Movement Study, Google~psos OTX MediaCT ,,Ilpr 2011 Base: Smartphone Users(5013). Q. Aside from making orreceiving calls, \I\I1id) of the followng activities, ifany, have you done on your smartphone in the past lJ\eek?

Smartphones Are Used While Consuming Other Media

,

,

"

Listen to music

~,

Read a book
16~.

Watch TV
33·.

Read newspap er/mag azine
22·.

Use internet , ,,
"

,

29·.

Play v id eo games
27· ..

Source: The Mobile Movement study, GoogleApsosOTX MediaCT ,.Apr 2011 Base: Smartphone Users(5013). Q. In 9 en eral , V\h ich 0 fth e to Ilo\'\ing med ia-rel ated activities do you do \'\11 al so usi ng th e ile Internet on yoursmartphone?

Google Confidential and Proprietary

9

Smartphones Users Multi-task in General
Activities Conducted While Using Internet on Smartphone

59%
Waitin g in lin e

Waiting (in line at the market. doc office. bus, etc.) Eating Shopping Traveling/commuting (to work, school)

59%

40%
Socializing

Socializing/entertaining Using the bathroom Cooking/and or other household chores

39%
Usin g th e bath room

Taking a smoking break Driving a vehicle Walking my dog Pumping gas Having a meaningful conversation Playing sports or exercising

Cooking

Taking a shower/bathing
Source: The Mobile Movement study, GoogleApsos OTX MediaCT ,Apr 2011 Base: Smartphone Users(5013). Q. Overthe past year, Vlhich of the followngactivities doyou partidpate in Vlhilealso using the Intemet on your smartphone?

Google Confidential and Proprietary

10

Smartphones Help Us With Our Daily Lives

e o e

89%

Check and send mail

82%

Stay Connected
Use a SOCial netwOrking website Read ne-t'ls articles Look up specmc Inroonatioolnierested In LoOk up sports relale<! Information Look for Informatron for VIIOrk LoOk up health relate<! Information Look up schOOl related Inform",tron

Research and Read news

7 5% 65% 45%

Look up dtrecllons

Navigate
Useonltna map or GPS

Listentc musIc/radio

Keep Entertained

Watch ()(lline videos Playonhne games

Manage and Plan

Make dinner reservaucos Makelravel arrangemer(s .. 19%

Source: The Mobile Movement Study, Googlenpsos OTX MediaCT ,~r 2011 Base: Smartphone Users(5013). Q. Which ofthe followng Intemet activities do you use your smartphone for?

Google Confidential and Proprietary

11

What We're Willing to Give Up to Keep Our Smartphones
Willing To Exchange For Internet Usage On Smartphone

34%
BEER CHOCOLATE SUPERBOV\iL TICKETS HIGH HEELS CABLE TV
Source: The Mobile Movement study, GoogleApsos OTX MediaCT ,ftpr2011 Base: Smartphone Users(5013) Q. Which of the folloV'ingthingsVlould you be \i\4llingto give up for an entire month, in exchange for co ntinuing to usethe Internet on yoursmartphone? Google Confidential and Proprietary 12

Action-oriented Searchers

08

Google Confidential and Proprietary

13

Search is The Most Visited Website
Websites Visited via Smartphone
Search engine web sites Social Networking websites Retail websites Video sharing websites General consumerwebsites Brand or manufacturerwebsites Review web sites, blogs or msg boards Health information websites Finance-related web sites Travel-related websites Coupon web sites Full-length TV programmingwebsites Magazine websites Otherwebsites
Source: The Mobile Movement Study, GoogleApsos OTX MediaCT ,ftpr 2011 Base: Smartphone Users 18+ (n=5,013) Q: Which of the foliowngtypesofVlebsitesdo you visit on your sm art phone? Google Confidential and Proprietary

77% 65% 46% 43% 38% 26% 25% 24% 24% 23% 18% 17% 15% 14%

Smartphone Searchers Look For a Wide Variety of Information
Types of Info Sought Using Search Engine (Via Smartphone)
News Dining Dininglrestaurant information Navigational Entertainment Shopping Travel Sports Games and activities Food info (e.g. recipes) Technology Entertainment Travel Finance Medical Business info, products or services Health & fitness Automotive
Source: The Mobile Movement Study, GoogleJlpsos OTX MediaCT ,,ilpr 2011 Base. Srnartphone Users Who Use Search (4902). Q. Which of the followngtypesofinformation do you look for using a search engine on your smartphone?

57%

•••••

Educational Automotive
Google Confidential and Proprietary 15

Consumers Seek Quick and Convenient Information When Searching
Reasons For Searching On Smartphone
------------ ,
To get information when I'm on-the-go To be able to search for information when I'm not in front of a computer or other Internet-enabled device Ifs good for when I need to search for something as quickly as possible

72%

65%

47%

------------------------34%

,

Irs more convenientto

search on my smartphone

It's more private than my computer or other Internet-enabled device It costs less to search on smartphone than use home computer or other Internet-enabled device

16%

9%

Other reason

6%

Source: The Mobile Movement study, Google~psos OTX MediaCT ,.Apr 2011 Base: Smartp hone Users Who Use Search (4902). Q. Why do you conduct searcheson your smartphone (versus on your computer)?

Google Confidential and Proprietary

16

More than Half of Smartphone Searchers Purchase
Actions Taken As a Result of a Smartphone Search

Talked to others

40% 39%

Discuss Continue Research Visit a Business Purchase
Source: TheMobile Movement Study, Ooogle~psos OTXMediaCT ,,Apr 2011 Base: Smartphone Users Who Use Search (4902). Q. Which, ifany, ofthe folloVling actionshave youtaken as a result ofconduding

Visited social networking Recommended brand or productto others

Looked for more information on computer Smartphone Offline

Store Online retailer Brandwebsite

In-store Online Smar1phone

a search on your smartphone?

Ooogle Confidential and Proprietary

18

Local Information Seekers

08

Google Confidential and Proprietary

19

Local Information Seekers Are Ready To Buy
Actions Taken As a Result of a Looking for Local Information

44%
Purchased

61 % Call

59% Visit

22% Online

36%) Store

Source: The Mobile Movement study, Googlenpsos OTX MediaCT ,.Apr 2011 Base: Smatiphone UsersWho .Access Local Content (4757). Q . Wh ich 0 fth e fo IIowng actions h ave you tak en after h aving looked up th istype 0 fin formation (business orservicescloseto yourlocation) on your smattphone? Google Confidential and Proprietary 21

A Variety of Actions Are Taken After Accessing Local Content
Called the business Visited a business Looked up business on a map or got directions Visited the website of a business Made a purchase from a business in-store Made a purchase from a business online Recommended a business/service to someone else Read or wrote a review about a business Marked or added a business to my favorites list 22% 22% 20% 19% 36% 54%

thinkmobile w

Source: The Mobile Movement Study, GoogleApsos OTX MediaCT ,,lIpr 2011 Base: Smartphone UsersWho .Access Local Content (4757) Q .Wh ich 0 fth e fo 11wng actions h ave you tak en after h av;ng looked up th istype 0 fin formetlon o (business orservicescloseto yourlocation) on your smartphone? Google Confidential and Proprietary 22

Nearly All Local Information Seekers Take Action Within a Day
When Action Is Taken (After Looking Up Local Information)

Immediately
I

I
I I

I I

Within a few hours

39% :
I
I I I

I

VVithin a day ------------------------------, Within a few days 8%
I

Within a week

2%

VVitilin a few weeks

1%

Source' The Mobile Movement study. Googlenpsos OTX MediaCT .,Apr 2011 Base: Smartp hone UsersWho Have Tak en ,8ction A1ter.8.ccessingLo cal Content (4330), Q, And typically. howlong a1terlooking up local information do youtake action? Google Confidential and Proprietary 23

Purchase Driven Shoppers

08

Google Confidential and Proprietary

24

Mobile is Transforming Everyday Shopping Behavior

74%
Of smartphone shoppers made a purchase as a result of using smartphone

Source: The Mobile Movement Study, Googlenpsos OTX MediaCT ,,ilpr 2011 Google Confidential and Proprietary 25

79% of Users Rely on Smartphones to Help with Shopping

780/0
69%

Lo cated a retai Ier

In-store Drivers

Compared

pricesto dedde

Search ed store's inventory

Get More Product Information

Read pro dud: i nfarm ation an d rev; eVlS Compared features 0 fa product 26% 21%

44% 40%

Used barcode scanner Watched online video

o

520/0

Called

a retalt

r

46%

Contact Retailer
Contacted retanerm another way

Find and Use Offers & Discounts
v,

Looked for prornotrons and coupons

40%

Used discouracoupoo

on phone

Source: The Mobile Movement study, Googlenpsos OTX MediaCT ,.Apr 2011 Base: Smartphone Users(5013); Have Used Smartphoneto Help Shop (3968). Q .Wh ich, if an 0 fth e fa 1I0Vling\flays h ave you used th e Intemet 0 n your sm artphone to help \filth your shopping?

Google Confidential and Proprietary

26

Smartphones Are an Integral Part of a Multi-channel Purchase Process
Research on smartphone then buy in store and

Research on smartphone, visit store to check out product and then purchase online (computer or internet enabled device) Research on smartphone, visit store to check out product and then purchase on smartphone

Visit store then purchase on smartphone
Source: The Mobile Movement study, GoogleApsos OTX MediaCT ,ftpr 2011 Base: Have Used Smartphoneto Help Shop orPurchase in SomeWay(3533). Q. Which ofthe followng \l'\eysdo you typically approach shopping Wth your smartphone? Note: "None ofthese" (15%)excluded.

Google Confidential and Proprietary

28

Majority of Smartphone Shoppers Purchase
Ever Made A Purchase
(As A Result Of Using A Smartphone)?

Purchase Channel

In-store:

Online using a computer:

Smartphone:

Google Confidential and Proprietary

29

smartphone Shoppers Purchase Via MObile Websites

27%/

through
Website

SO"",,, The MObileMovement to PurChase (3731) OT. Me'''CT. ftp, 2{l11 Base Have Used Sm arlp hone ",O'Y. G"gIe,_ As a result 0 fUsing Your smarlphone Vlhile ShOPPing, have You eVer Purchased Products orserl;ices ...?
Q.

W

thinkrnobi/e I
ProPrietaty 30

smartphone Shoppers Purchase Via Apps

22%/

through
app

Base. Have Used Sm artp hone to PurChase (3731) Q. As a result of Using yoursmartPhone lfIhi/e shoPPing, have you ever purchased Products orserwces .. ?

So"''" Th, Mo.~ Mo_,,,

SIody, Go"",,_

0 T M".CT

thinkmobile W I
31

Shoppers Spent Roughly $300 On Smartphone Purchases in Past Year
Total Amount Spent On Smartphone Purchases (PastY ear)
Top Purchases M ad eon Sm art phone In Past Year

Median:

$300

Entertainment items

Electronics

Clothing or Apparel \lVireless or cell phone service Travel Office supplies, products or technology
Source: The Mobile Movement Study, GoogleApsos OTX MediaCT ,,Apr 2011 Base. Purchased Productsor Services on Smartphone in Past Year Through,App orweosne (1255) Q. Which of the followng purchaseshave you made on yoursmartphone inthe past year? Q . ,And , ap p rold matel y, h owm uch h ave yo u spent in total 0 n th ese purchases yo u have mad eon yo ur sm art phone in th e past year? 'N ote: Exl cl udes th ose VII10 "H ave not mad e a purchase in p ast year"

Beauty and cosmetic items Jewelry or watches

Google Confidential and Proprietary

32

Reaching the Mobile User

08

Google Confidential and Proprietary

33

Cross Media Exposure Influences Mobile Search
Motivations for Mobile Search As a Result Of
Friends/t;lmily 51%

Word of Mouth
Social net\l\Orking

44%

Saw somethi ng in Store

e~ •
~

18%

Saw Online Ad

Banner or search ads

18%

TVcommercial/program

43% 40% 35% 36% 22%

68%

Traditional Media

Radio Read mag azin emevspecer Billboard Mail

827%
thinkmooue
w

Mobile search ad

Mobile Ad
Display ad on website or app

Ie

Source: The Mobile Movement study, Googlellpsos OTX MediaCT ,J!.fir 2011 Base: Smartp hone Users Who Use Search (4902). Q. Have you ever used a search engine on yoursmartphoneto find more information on something that you ..

Google Confidential and Proprietary

34

71%
search because they saw an ad

Source: The Mobile Movement study, Googlenpsos OTX MediaCT ,.Apr 2011 Base: Smartphone Users Who Use Search (4902) Q. Have you ever used a search engine on yoursmartphoneto find more information on something that you ...

Google Confidential and Proprietary

35

A Vast Majority Notice A Mobile Ad
NoticeAds on Smartphone Types of Mobile Ads Noticed
Banner or graphical ads Ads featured on the sites I'm visiting Ads embedded within an app I'm using _

45% 43% 35% 34%
------OiSl)lay

Ads

1 L

:- - - Ads~thin-~obi~;e-a~ch 1 engine listings 1_ Text message/SMS ads

-------------'
Search Ads

1 I

1

Video ads

Ads based on my location Ads featured on online maps _

---------,
Location/ IVLlpsAds

I

1 1 L Source: The Mobile Movement Study, flit,..~~~s Base: Smartphone Users l5013) Q Howoften do you notice

19%

----------------~
Google Confidential and Proprietary 36

Half of Those Who See a Mobile Ad Take Action
Actions Ever Taken As a Result of Seeing A Mobile Ad
...computer 33%

Looked for More Information

=
18% 17% 22% 20%

... smartphone

32%

27%

Contacted Advertiser

eli ck to call ad vertiser

0n

mobi Ie

Call ed ad vertiser Iretai ler at later ti me

8
Q.

33%

Visit I Locate Retailer

Went to store lor additionallnlo

Lo cated directions on map

Instore

49%

31%

Purchase

Online on computer Online wth smartphone

42%

Clicked on.Ar.l

I

35%

vsu

Vlebslte

Source: The Mobile Movement Study, Googlellpsos OTX MediaCT ,Apr 2011 Base: Smartphone UsersWho Took Action as a Result 01 Notidng Ads (1997). Which olthe IolloVl4ngactions, itanv, haveyoutaken as a result olseeing a mobile ad olanytype on yoursmartphone?

Google Confidential and Proprietary

37

Summary of Findings and Implications
Extend online advertising strategies to mobile as con su mers use th eir smartph ones to help with all aspects of their daily lives.

Be found via mobile search as consumers regularly use their phones to find and act on information.

Incorporate location based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users and they are most ready to act on the information they find. Develop a comprehensive cross-channel strategyas mobile shoppers Lisetheir phones in-store, online and via mobile website and apps to research and make purchase decisions. Have a mobile-optimized website soconsumers can easily completetheir goals. Implement an integrated mobile ads marketing strategy as people lise their smartphones while consuming other media and are influenced by it. Ensure your mobile ads are engaging and appearprominentlyas a majority of mobile users notice mobile ads and take action on them.
Source: The Mobile Movement Study, GoogleJlpsos OTX MediaCT ,.Apr 2011 Google Confidential and Proprietary 38

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