View
218
Download
0
Category
Preview:
Citation preview
8/6/2019 Google Smartphone Use study
1/40
www.google.com/th in k/insig hts
http://www.google.com/thhttp://www.google.com/th8/6/2019 Google Smartphone Use study
2/40
thi kmobilewit Go gleThe Mobile M ovementUnderstanding Sillaltphone UsersGoogle/lPSOS OTX MediaCTU.S., April 2011
8/6/2019 Google Smartphone Use study
3/40
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
8/6/2019 Google Smartphone Use study
4/40
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
8/6/2019 Google Smartphone Use study
5/40
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
8/6/2019 Google Smartphone Use study
6/40
08
Genera lSmartphoneUsage
Google Confidential and Proprietary 5
8/6/2019 Google Smartphone Use study
7/40
8/6/2019 Google Smartphone Use study
8/40
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%
Google Confidential and Proprietary 7
8/6/2019 Google Smartphone Use study
9/40
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?
8/6/2019 Google Smartphone Use study
10/40
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..
Google Confidential and Proprietary 9
8/6/2019 Google Smartphone Use study
11/40
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%
Google Confidential and Proprietary 10
8/6/2019 Google Smartphone Use study
12/40
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
8/6/2019 Google Smartphone Use study
13/40
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
8/6/2019 Google Smartphone Use study
14/40
08
Action-orientedSearchers
Google Confidential and Proprietary 13
8/6/2019 Google Smartphone Use study
15/40
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%
8/6/2019 Google Smartphone Use study
16/40
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?
Google Confidential and Proprietary 15
8/6/2019 Google Smartphone Use study
17/40
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
8/6/2019 Google Smartphone Use study
18/40
8/6/2019 Google Smartphone Use study
19/40
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
8/6/2019 Google Smartphone Use study
20/40
08
Local In formationSeekers
Google Confidential and Proprietary 19
8/6/2019 Google Smartphone Use study
21/40
8/6/2019 Google Smartphone Use study
22/40
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?
Google Confidential and Proprietary 21
8/6/2019 Google Smartphone Use study
23/40
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
8/6/2019 Google Smartphone Use study
24/40
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?
Google Confidential and Proprietary 23
8/6/2019 Google Smartphone Use study
25/40
08
Purchase D rivenShoppers
Google Confidential and Proprietary 24
8/6/2019 Google Smartphone Use study
26/40
Mobile is Transforming EverydayShopping Behavior
Source: The Mobile Movement Study, Googlenpsos OTX MediaCT ,,ilpr 2011
74%Of smartphoneshoppers madea purchase as aresult of usingsmartphone
Google Confidential and Proprietary 25
8/6/2019 Google Smartphone Use study
27/40
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
8/6/2019 Google Smartphone Use study
28/40
8/6/2019 Google Smartphone Use study
29/40
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
8/6/2019 Google Smartphone Use study
30/40
Majority of Smartphone Shoppers PurchaseEver Made A Purchase(As A Result Of Using A Smartphone)? Purchase Channel
In-store:
Online usinga computer:
Smartphone:
Google Confidential and Proprietary 29
8/6/2019 Google Smartphone Use study
31/40
8/6/2019 Google Smartphone Use study
32/40
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
31
8/6/2019 Google Smartphone Use study
33/40
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
8/6/2019 Google Smartphone Use study
34/40
08
Rea ching theMobile Us er
Google Confidential and Proprietary 33
8/6/2019 Google Smartphone Use study
35/40
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
8/6/2019 Google Smartphone Use study
36/40
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
8/6/2019 Google Smartphone Use study
37/40
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
8/6/2019 Google Smartphone Use study
38/40
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?
Google Confidential and Proprietary 37
8/6/2019 Google Smartphone Use study
39/40
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
8/6/2019 Google Smartphone Use study
40/40
www.google.com/th in k/insig hts
http://www.google.com/thhttp://www.google.com/thRecommended