• Mobile Marketer, Thursday, March 1, 2012 3 AM

A study of smartphone users in Britain, France, Germany, Japan, Spain and the United States shows that advertising is changing the way people interact with a brand through mobile search, with six in ten launching search after seeing a mobile ad.

The Google study took an in-depth look at which types of ads consumers were mostly likely to search for via mobile in four categories -- business, television, magazine and posters. Respondents from Spain were most willing to take action after seeing an ad. 

The report also reflects how mobile devices are being chosen over desktops: Ninety-three percent of U.S. and British smartphone owners said that they used their mobile device within the past seven days to go online compared to 98% of desktop searches.

In addition to mobile Web, the study also looked at how consumers in the five countries use applications. Using social media, watching videos and shopping are the top activities that consumers are doing via their devices, per Google. Of the mobile shoppers, more than half of them across all countries made monthly purchases using their smartphones.

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