A recent report from Chief Marketer focuses our attention on a new study "thinkmobile," by Ipsps OTX and sponsored by Google, that shows how smartphones are used in daily life, how they are
used in decision making for products and services, and how consumers respond to mobile ads. Four in five smartphone users browse the Web on their devices, and three fourths use mobile search.
A smartphone is defined as "a mobile phone offering advanced capabilities, often with PC-like functionality or ability to download apps."
Information Sought by Smartphone Users (% of Adults Using Search) |
Information | % of Respondents |
News | 57% |
Dining/ restaurant information | 51 |
Navigation | 51 |
Entertainment | 49 |
Shopping | 47 |
Sports | 40 |
Games and activities | 37 |
Food info (recipes) | 36 |
Technology | 32 |
Travel | 31 |
Finance | 26 |
Medical | 26 |
Business information | 24 |
Health & fitness | 23 |
Educational | 22 |
Automotive | 17 |
Source: Mobile Movement, Google/Ipsos OTX, April 2011 |
The study found that 42% of users click on mobile ads they see and like over their smartphones. Of those, 49% go on to buy something or convert somehow, 35% later visit the
advertiser's Web site, and 27% actually call the business in the ad. 71% of respondents said they have done mobile searches because of exposure to an ad. Of those:
- 88% said they were
responding to a traditional offline ad in print or on TV
- 27% searched because they saw a mobile ad
- 18% who did so after seeing an online ad
79% of respondents said
they have used their smartphone for shopping activities, including finding store locations and checking local inventory (78%), acquiring product information (69%), contacting retailer (52%) and
finding and using offers and discounts (48%). The median spending on smartphone purchases in the previous year was $300 per shopper, with most of the buying happening in entertainment, electronics,
and clothing or apparel,
Smartphone Used to Help With Shopping |
Use | % of Smartphone Users |
Located a retailer | 54% |
Compared prices to decide | 49 |
Called a retailer | 46 |
Read
product information and reviews | 44 |
Compared features | 40 |
Looked for promotions/coupons | 40 |
Searched store inventory | 34 |
Used discount coupon on phone | 28 |
Used barcode scanner | 26 |
Contacted retailer (not by phone) | 22 |
Watched online video | 21 |
Source: Mobile Movement, Google/Ipsos OTX, April 2011 |
And, smartphones
are a part of multi-channel purchase.
Multi-channel Purchase Process With
Smartphone |
Process | % of Respondents |
Research on smartphone, then buy in store | 67% |
Research on
smartphone, visit store, buy online | 23 |
Research on smartphone, visit store, by on
smartphone | 15 |
Visit store, buy on smartphone | 9 |
Source: Mobile Movement, Google/Ipsos OTX, April 2011 |
The study found
that 95% of smartphone users have looked for local information on their phones. After a local search, 77% said they were led to contact a local business, and 44% eventually purchased something
Action Taken By Local Information Seekers (% of Local Content Seekers) |
Action | % of Respondents |
Contacted a business | 77% |
... Called | 61 |
... Visited | 59 |
... Visited website | 54 |
Made a purchase | 44% |
... Online | 22 |
... In store | 36 |
Source: Mobile Movement, Google/Ipsos OTX, April 2011 |
More than one third of those conducting a local mobile search say when they act on mobile information they do so immediately or within a few hours of getting those search results;
and 14% say they act within a day.
Timely Action Taken by Local Information
Seekers |
When Action Taken | % of Seekers |
Immediately | 36% |
Within a few hours | 39 |
Within a day | 14 |
Within a few days | 8 |
Within a week | 2 |
Within a few weeks | 1 |
Source: Mobile
Movement, Google/Ipsos OTX, April 2011 |
82% of smartphone users say they "notice" mobile ads, and half take action.
Notice Mobile Ads on Smartphone (% of Respondents) |
Ads Noticed | % Who Noticed |
Display
ads |
Banner of graphical ads | 45% |
Feature ads on site visited | 43 |
Imbedded in app
being used | 35 |
Search ads |
Within mobile search listings | 34 |
Text message/SMS ads | 28 |
Video ads | 21 |
Location/map ads |
Based on current location | 21 |
Featured on online maps | 19 |
Source: Mobile Movement, Google/Ipsos OTX, April 2011 |
Action Taken if Mobile Ad Seen on Smartphone |
Action | % of Respondents |
Looked for more information | 49% |
On computer | 33 |
On smartphone | 32 |
Contacted advertiser | 27 |
Click to call advertiser on mobile | 18 |
Called advertiser later | 17 |
Visit or locate retailer | 33 |
Visit store for
more info | 22 |
Located directions on map | 20 |
Made purchase | 49 |
Instore | 31 |
Online on computer | 24 |
Online with smartphone | 23 |
Source: Mobile Movement, Google/Ipsos OTX, April 2011 |
For more information about the study and access to PDF report, please visit ChiefMarketer here.