Google Smartphone Use study

8/6/2019 Google Smartphone Use study

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www.google.com/th in k/insig hts
http://www.google.com/thhttp://www.google.com/th


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thi kmobilewit Go gleThe Mobile M ovementUnderstanding Sillaltphone UsersGoogle/lPSOS OTX MediaCTU.S., April 2011


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Research ObjectivesG ain a d eep u nderstand ing of smartp hone consumer beha vior,s pec ific ally w ith reg ard to:

How are How do cons umers VVhat types of info VVhat role do How dosmartphones multi-task are cons umers smartphones play consumers

used in with their searching for on in decision making respond todaily life? smartphones? mobile? for products & services? mobile ads?

thinkmobilew Ie Google Confidential and Proprietary 2


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Research Methodology In partnership with Ipsos OTX MediaCT, a total of 5,013 US onlineadults (18-64 years of age) who identified themselves as using asmartphoneto access the Internetwere interviewed.- A smartphone is defined as CIamobile phone offering advancedcapabilities, often with PC-like functionality or ability to download apps'

Respondents were asked a variety of questions around: deviceusage, mobile search web and commerce behavior, mobileadvertising Interviewswereconducted in Q4 2010

Google Confidential and Proprietary 3


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Agenda

1 General Smartphone Usage2 Action-oriented Searchers3 Local Information Seekers4 Purchase Driven Shoppers5 Reaching the Smartphone User

thinkmobilew Ie Google Confidential and Proprietary 4


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Genera lSmartphoneUsage



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A Consumer's Always-on CompanionWhere Smartphone Is Used

HomeOn-tile-go (e.g.. while commuting. walking)

In a storeRestaurant

WorkAt a social gathering/function

Cafe or coffee shopDoctor's office

Airport

Home LibrarySchool

mobile Source: The MobileMovement study. Google~psosOTX MediaCT. ftpr2011Base: Smartphone Users(5013)Q.Where do you use yoursmartphone?

93%87%

77%73%72%

66%54%53%50%

32%29%



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Smartphones Serve As Pocket pesand Extend Desktop Experience

Smartphone Activities Within Past Week(Excluding Calls)

- - - -. . . . . . . _ - - - -- . . . . . . - - - - - - - - - - - _ --- . . . . . . . . . . _ -- ... _ - - - - - - - - - _ - - - - - - - - -68% - - - - - - - - - - - - - -Used an ,"p 4801 0

Watch videos

Used a search engine

Source: The Mobile Movement Study, Google~psos OTX MediaCT ,,Ilpr 2011Base: Smartphone Users(5013).Q. Aside from making orreceiving calls, \I\I1id)ofthe followng activities, ifany, have you done on your smartphone in the past lJ\eek?


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Smartphones Are Used While ConsumingOther Media

R ea d a b oo k16~.

R e ad n ew s -pa p er /mag azine

22.

"Listen to m usic ~,

W a tc h T V33.

Use in te rne t29.

,,,,"

Source: The Mobile Movement study, GoogleApsosOTX MediaCT ,.Apr 2011Base: Smartphone Users(5013).Q. In 9eneral , V\ h ich0f th e to Ilo\'\ingmed ia-relatedactivities do you do \'\11lealso usingth eInternet on yoursmartphone?

,,

P la y v i d e o g am es27..



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Smartphones Users Multi-task in General

Cooking

Activities Conducted While Using Internet on Smartphone

5 9 %W aitin g in lin e

Waiting (in l ine at the market. doc off ice. bus, etc.)Eating

Shopping

4 0 %Social izing

Traveling/commuting (to work, school)Socializing/entertaining

Using the bathroomCooking/and or other household chores

Taking a smoking break3 9 %U sin g th e b ath ro om

Driving a vehicleWalking my dog

Pumping gasHaving a meaningful conversation

Playing sports or exercisingTaking a shower/bathing

Source: The Mobile Movement study, GoogleApsos OTX MediaCT ,Apr 2011Base: Smartphone Users(5013).Q. Overthe past year, Vlhich ofthe followngactivities doyou partidpate in Vlhilealsousing the Intemet on your smartphone?

59%



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Smartphones Help Us With Our Daily Lives

e8 9 % Stay Connected Check and send mai lU s e a S O C ia l n et wO r ki ng w e bs it e

Research andRead newsRead ne- t' ls a r ti c les

Look u p s pe cm c Inroonatioolnierested InL o O k u p s p o rt s r e la le < ! I n fo r m at io n

L oo k f or I nf or ma tr on f or VIIOrkL o O k u p h e al th r e la t e< ! I n fo r m at io nLook up schO O l re la ted In fo rm" , tron

7 5 % Navigate

o6 5 % Keep EntertainedLook u p dtrecllons

Useonltna map or GPS

Listentc musIc/radioWatch ()(lline videos

P la yo nh n e g am e se4 5 % Manage and Plan

82%

M a k e d in n er r es e rv a uc o sM akelravel arrangem er(s .. 19%

Source: The Mobile Movement Study, Googlenpsos OTX MediaCT ,~r 2011Base: Smartphone Users(5013).Q. Which ofthe followng Intemet activities do you use your smartphone for? Google Confidential and Proprietary 11


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What We're Willing to Give Up to KeepOur SmartphonesWilling To Exchange For Internet Usage On Smartphone

3 4 %BEER CHOCOLATE SUPERBOV\iL

TICKETSHIGH HEELS CABLE TV

Source: The Mobile Movement study, GoogleApsos OTX MediaCT ,ftpr2011Base: Smartphone Users(5013)Q.Which ofthe folloV'ingthingsVlould you be\i\4llingto give up for an entire month, in exchangefor continuing to usethe Internet on yoursmartphone? Google Confidential and Proprietary 12


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08

Action-orientedSearchers



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Search is The Most Visited WebsiteWebsites Visited via Smartphone

Search engine websitesSocial Networking websites

Retail websitesVideo sharing websites

General consumerwebsitesBrand or manufacturerwebsites

Review web sites, blogs ormsg boardsHealth information websites

Finance-related web sitesTravel-related websites

Coupon web sitesFull-length TV programmingwebsitesMagazine websites

OtherwebsitesSource: The Mobile Movement Study, GoogleApsos OTX MediaCT ,ftpr 2011Base: Smartphone Users 18+(n=5,013)Q: Which ofthe fol iowngtypesofVlebsi tesdo you visit on yoursmartphone?

65%46%

43%38%

26%25%24%24%23%

18%17%15%14%

Google Confidential and Proprietary

77%


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Smartphone Searchers Look For a WideVariety of Information

Travel

Automotive

NewsTypes of Info Sought Using Search Engine (Via Smartphone)

57 %Dining Dininglrestaurant information

NavigationalEntertainment

ShoppingSports

Games and activitiesFood info (e.g. recipes)

TechnologyTravelEntertainmentFinanceMedical

Business info, products or servicesHealth & fitness

EducationalAutomotiveource: The Mobile Movement Study, GoogleJlpsos OTX MediaCT ,,ilpr 2011

Base. Srnartphone Users Who Use Search (4902).Q. Which ofthe fol lowngtypesofinformation doyou lookfor using a search engine onyour smartphone?



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Consumers Seek Quick and ConvenientInformation When SearchingReasons For Searching On Smartphone

To get information when I'm on-the-go

To be able to search for information when I'm notin front of a computer or other Internet-enableddeviceIfs good for when I need to search for somethingas quickly as possible

I rs more convenientto search on my smartphone

I t's more private than my computer or otherInternet-enabled device

It costs less to search on smartphone than usehome computer or other Internet-enabled device

Other reason

- - - - - - - - - - - - ,72%

65%

47% ,- - - - - - - - - - - - - - - - - - - - - - - - -34%

16%

9%

6%

Source: The Mobile Movement study, Google~psos OTX MediaCT ,.Apr 2011Base: Smartphone Users Who Use Search (4902).Q. Why do you conduct searcheson your smartphone (versus on yourcomputer)? Google Confidential and Proprietary 16


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More than Half of SmartphoneSearchers Purchase

Actions Taken As a Result of a Smartphone Search

Talked to othersDiscuss Visited social networkingRecommended brand orproductto others

Looked formore information on computerContinueResearch SmartphoneOffline

V is it aBusiness Online retailerBrandwebsite

In-storePurchase OnlineSmar1phone

Source: TheMobile Movement Study, Ooogle~psos OTXMediaCT ,,Apr 2011Base: Smartphone Users Who Use Search (4902).Q.Which, i fany, ofthe fol loVl ingact ionshave youtaken asa resul t ofconduding a search on your smartphone?

40%39%

Store

Ooogle Confidential and Proprietary 18


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08

Local In formationSeekers



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Local Information Seekers Are Ready To BuyAc tions Taken As a Resu lt of a Looking for Loca l In forma tion

61 % Call 59% Vis it

4 4 %

22% Online

Purchased

3 6% ) S to re

Source: The Mobile Movement study, Googlenpsos OTX MediaCT ,.Apr 2011Base: Smatiphone UsersWho .AccessLocal Content (4757).Q.Wh ich 0 fth e foIIowng actions haveyoutaken after havinglooked upth istype 0 fin formation(business orservicescloseto yourlocation) on your smattphone?



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A Variety of Actions Are Taken After AccessingLocal Content

Called the business

Visited a business

Looked up business on a map or got directions

Visited the website of a business

Made a purchase from a business in-store

Made a purchase from a business online

Recommended a business/service to someone else

Read or wrote a review about a businessMarked or added a business to my favorites list

54%

36%

22%

22%

20%19%

thinkmobile Source: The Mobile Movement Study, GoogleApsos OTX MediaCT ,,lIpr 2011Base: Smartphone UsersWho .Access Local Content (4757)Q .Wh ich0fth e fo11wng actions haveyou taken after hav;ng looked upth istype 0fin formetlon(business orservicescloseto yourlocation) on your smartphone?w Google Confidential and Proprietary 22


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Nearly All Local Information Seekers TakeAction Within a DayWhen Action Is Taken (After Looking Up Local Information)

Immediately

Within a few hours

VV i th in a d a y

Within a few days

W ith in a week

VVitilin a few weeks

IIIIII39% :IIIII

I- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - ,

8%

2%

1%

Source' The Mobile Movement study. Googlenpsos OTX MediaCT .,Apr 2011Base: Smartp hone UsersWho Have Taken,8ctionA1ter.8.ccessingLocalContent (4330),Q, And typically. howlong a1terlooking up local information do youtake action?



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08

Purchase D rivenShoppers



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Mobile is Transforming EverydayShopping Behavior

Source: The Mobile Movement Study, Googlenpsos OTX MediaCT ,,ilpr 2011

74%Of smartphoneshoppers madea purchase as aresult of usingsmartphone



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79% of Users Rely on Smartphones to Helpwith Shopping

L o c a te d a r et ai I er

7 8 0 / 0 In-store Drivers C om pa re d p ric es to d ed deS e ar ch e d s to re 's i nv en to ry

Get More R ea d p ro d ud : i n f ar m a tio n a n d r ev ; e VlS 44 %6 9 % Product C om pa re d f ea tu re s 0 f a p ro du ct 40 %U sed barcode scanner 26%Information W atched on line v ideo 21%o Cal led a retalt r 46%5 2 0 / 0 Contact Retailer Contacted retanerm another wa yFind and UseOffers &Discounts

L o ok e d f or p ro rn ot ro n s a n d c o up o ns

U se d d is co ur ac ou po o o n p ho ne

40%

S ou rc e: T he M ob ile M ov em en t s tu dy , G oo gle np so s O TX M ed ia CT ,. Ap r 2 01 1B as e: S ma rt ph on e U se rs (5 01 3); H av e U se d S ma rtp ho ne to H elp S ho p (3 96 8) .Q .W h ich, if an v , 0 f th e f a 1 I0 Vlin g\f la ys h a v e y ou u se d t h e I nt em et 0 n y ou r s m a rt ph on e t o h elp \f ilt hy o u r s h o pp in g ? G o og le C o nf id en ti al a nd P r op ri et ar y 26


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Smartphones Are an Integral Part of aMulti-channel Purchase Process

Research on smartphone andthen buy in store

Research on smartphone, visit storeto check out product and thenpurchase online (computer or internetenabled device)

Research on smartphone, visit storeto check out product and thenpurchase on smartphone

Visit store then purchase onsmartphoneSource: The Mobile Movement study, GoogleApsos OTX MediaCT ,ftpr 2011Base: Have Used Smartphoneto Help Shop orPurchase in SomeWay(3533).Q.Which ofthe followng \l' \eysdo you typically approach shopping Wth your smartphone?Note: "None ofthese" (15%)excluded. Google Confidential and Proprietary 28


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Majority of Smartphone Shoppers PurchaseEver Made A Purchase(As A Result Of Using A Smartphone)? Purchase Channel

In-store:

Online usinga computer:

Smartphone:



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smartphone Shoppers Purchase Via Apps

S o " ' ' " Th,Mo.~ Mo_,,, SIody, Go"",,_ 0 T M".CTBase. HaveUsed Smartp honeto PurChase (3731)Q. As a result of Using yoursmartPhone lfIhi/e shoPPing,have you ever purchased Products orserwces ..?

thinkmobileW I

22%/ th roughapp

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Shoppers Spent Roughly $300 On SmartphonePurchases in Past YearTotal Amount Spent On SmartphonePurchases (PastY ear)

Median:$300

S ou rc e: T he M ob ile M ov em en t S tu dy , G oo gle Ap so s O TX M ed ia CT ,,A pr 2 01 1B as e. P urc ha se d P ro du cts or S erv ic es o n S ma rtp ho ne in P as t Y ea r T hro ug h,A pp orweosne(1255)Q. W hic h o f t he fo llo wn g p urc ha se sh av e y ou m ad e o n y ou rs ma rtp ho ne in th e p as t y ea r?Q . , An d , a p p r o ld m a te l y , h o wm u ch h a v e y o u s pe nt in t ot al 0n t h e s e p urc ha se s y o u h av e m ad e ony o u r s m a rt p ho ne in th e p as t y ea r?'N o te : E x l c l u de s t h o s e V II 10 " H av e n ot m ad e a p urc ha se in p a st y ea r"

T op P urc ha se s M a d e on S m a rt p ho ne In P as t Y ea r

Ente rta inment i tems

Electronics

C lo th ing o r A ppa re l

\ lV i re less or ce ll phoneservice

Travel

O f fi ce supp lie s , p r oduc tsor technologyB ea u ty a nd c osmeticitems

Jewe lr y o r wa tches

G oogle C on fidentia l and P roprietary 32


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08

Rea ching theMobile Us er



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Cross Media Exposure Influences Mobile SearchMotivations for Mobile Search As a Result Of

Friends/t;lmily 51%Word of MouthSocial net\l\Orking

4 4 % Saw somethi ngin Storee~8 % Saw OnlineAd~8 % TraditionalMedia

B an ne r o r search ads 18%

Radio43%40%

35%36%

22%

TVcommercial/programRead magazinemevspecer

BillboardMail

827%thinkmooue

M o b il e s e a rc h adMobile AdDisplay ad on w eb sit e o r a p p

w IeSource: The Mobile Movement study, Googlellpsos OTX MediaCT ,J!.fir2011Base: Smartphone Users Who Use Search (4902).Q. Have you ever used a search engine on yoursmartphoneto find more informationon something that you .. Google Confidential and Proprietary 34


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71%sea rc h becau sethey saw an ad

Source: The Mobile Movement study, Googlenpsos OTX MediaCT ,.Apr 2011Base: Smartphone Users Who Use Search (4902)Q. Have you ever used asearch engine on yoursmartphoneto f indmore information on something that you ... Google Confident ia l and Propr ie tary 35


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A Vast Majority Notice A Mobile AdNoticeAds

on Smartphone

Source: The Mobile Movement Study, flit,..~~~sBase: Smartphone Users l5013)Q Howoften do you notice

Types of Mobile Ads NoticedBanner or graphical ads

Ads featured on the sitesI'm visiting

Ads embedded within an1 app I'm usingL _:- - - Ads~thin-~obi~;e-a~ch1 engine listings1- _

Text message/SMS ads

Video ads

Ads based on my location

Ads featured on onlinemaps1L _

45%

43% OiSl)layAd s

35%- - - - - - - - - - - - - '34% SearchAd s 1I

- - - - - - - 1

- - - - - - - - - , ILocation/IVLlpsAds19%

- - - - - - - - - - - - - - - - ~Google Confidential and Proprietary 36


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Half of Those Who See a Mobile Ad Take ActionActions Ever Taken As a Result of Seeing A Mobile Ad

Looked for MoreInformation...computer=3%

...smartphone 32%

Contacted eli ck to call advertiser 0n mobiIe 18%2 7 % Advertiser Call ed advertiserIretailerat later time 17%83% Visit I Locate Went to store lor additionallnlo 22%Retailer Located directions onmap 20%

Instore 31%

4 9 % Purchase Online on computerOnline wth smartphone

4 2 % Clicked on.Ar.l I 3 5 % vs u VlebslteSource: The Mobile Movement Study, Googlellpsos OTX MediaCT ,Apr 2011Base: Smartphone UsersWho Took Action asa Result 01 Notidng Ads (1997).Q. Which olthe IolloVl4ngactions, itanv, haveyoutaken as a result olseeing a mobile ad olanytype on yoursmartphone?



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Summary of Findings and ImplicationsExtend online advertising strategies to mobile as con sumers use their smartph onesto help with all aspects of their daily l ives.

Be found via mobile search as consumers regularly use their phones to find and act oninformation.

Incorporate location based products and services and make it easy for mobilecustomers to reach you because local information seeking is common amongsmartphone users and they are most ready to act on the information they find.Develop a comprehensive cross-channel strategyas mobile shoppers Lisetheirphones in-store, online and via mobile website and apps to research and make purchasedecisions. Have a mobile-optimized website soconsumers can easily completetheirgoals.Implement an integrated mobile ads marketing strategy as people lise theirsmartphones while consuming other media and are influenced by it. Ensure yourmobile ads are engaging and appearprominentlyas a majority of mobile usersnotice mobile ads and take action on them.

Source: The Mobile Movement Study, GoogleJlpsos OTX MediaCT ,.Apr 2011Google Confidential and Proprietary 38


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Google Smartphone Use study

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