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Showing posts with label Comscore Mobile Insights. Show all posts
Showing posts with label Comscore Mobile Insights. Show all posts

May 1, 2011

" 90% Smartphone Search Results" leads to a Sale




  • 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone”
  • 72% use their smartphones while consuming other media”
  • 93% of smartphone owners use their smartphones while at home ”
  • 95% of smartphone users have looked for local information”
  • 88% of these users take action within a day, indicating these are immediate information needs”
  • 71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)”
  • 82% notice mobile ads, especially mobile display ads and a third notice mobile search ads”
These are some of the key finding summary  from “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010
Action-Oriented Searchers: Mobile search is heavily used to find a wide variety of information and to navigate the mobile Internet. 
  • Search engine websites are the most visited websites with 77% of smartphone users citing this, followed by social networking, retail and video sharing websites 
  • Nine out of ten smartphone searches results in an action (purchasing, visiting a business, etc.)
  • 24% recommended a brand or product to others as a result of a smartphone search
 

Local Information Seekers: Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find. 
  • 95% of smartphone users have looked for local information
  • 88% of these users take action within a day, indicating these are immediate information needs
  • 77% have contacted a business, with 61% calling and 59% visiting the local business
Purchase-driven Shoppers: Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process. 
  • 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer
  • 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones
  • 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store
 

Reaching Mobile Consumers: Cross-media exposure influences smartphone user behavior and a majority notice mobile ads which leads to taking action on it.
  • 71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)
  • 82% notice mobile ads, especially mobile display ads and a third notice mobile search ads
  • Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase