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Methodology: Through a partnership with Ipsos OTX, 5,000 US online adults (18-‐64), who used a smartphone to access the Internet, were interviewed about daily smartphone use and its role in purchase decisions.
93% of people use their smartphones at home and 87% use it on-‐the-‐go. Consumers rely on smartphones as an extension of their desktop to stay connected, research, navigate, keep entertained and manage their daily lives. 72% use a smartphone while consuming other media and mul=-‐tasking. Does your integrated marke=ng strategy include mobile?
89% of searchers look for informa0on they need immediately. Search engines are the most visited websites (77%), followed by social networking (65%) and retail sites (46%). Can consumers ﬁnd your brand or product through mobile search and easily navigate your mobile-‐op=mized site?
Consumers search with intent: to take ac0on. As a result of a smartphone search, 55% visited a bricks and mortar store, and 24% recommended a brand or product to others.
Local informa0on seekers are ready to buy and 88% take ac0on within a day. Make sure you’re providing loca=on based products and services.
Smartphones are an integral shopping tool that help consumers make purchase decisions. 70% of consumers actually use their smartphone while shopping in-‐store to compare prices, get oﬀers and get product informa=on. Do you have a cross-‐ channel strategy to reach consumers throughout their purchase process?
82% no0ce mobile ads and then almost half of them make a purchase! Most users took ac=on because of a mobile ad. Ensure your mobile ads are engaging and appear prominently so they are no=ced.
Source: Google – Ipsos OTX MediaCT Smartphone Consumer Study Q4 ‘10
Google Confidential and Proprietary - May 2011