Commentary
Mobile Search And Shopping Intersecting
- by Jack Loechner , Staff Writer @mp_research, May 24, 2011
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.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.
If this is true, why is it so hard to get companies to try a Mobile Direct Response Provider like speakEZ. We convert traditional media offline traffic to online traffic thought a simple call a number, say a phrase and get a text message that directs the consumer straight to the content they are looking for...shopping, dining, sports, whatever.