Traditional Ads Play Key Role in the Smartphone Purchase Funnel
Google, in partnership with Ipsos OTX MediaCT, an independent marketing research firm, conducted a study in late 2010 to gain a better understanding of smartphone consumer behavior.
Interviewing over 5,000 U.S. online adults (18-64 years of age) who identified themselves as using a smartphone to access the Internet, The Mobile Movement study examines mobile habits and online activities—searching, shopping, and actions taken, such as making purchases.
Select findings:
Nearly nine out of 10 (89 percent) smartphone users say they use their smartphones throughout the day.
Search engine Websites are the most visited websites with 77 percent of smartphone users citing this, followed by social networking sites (65 percent), and retail websites (46 percent).
Smartphones are a key shopping tool and are used across channels and throughout the research and decision-making process:
79 percent of smartphone consumers use their phones to help with shopping (comparing prices, finding additional product info, locating a retailer).
70 percent use their smartphones while shopping in the store.
74 percent of smartphone shoppers make a purchase as a result of using their smartphone in-store.
Nine out of ten say smartphone searches result in an action (purchasing, visiting a business, etc.)
Cross-media exposure influences smartphone user shopping behavior:
71 percent search on their phones because of an ad exposure—traditional, online, and mobile.
Traditional media advertising is the top driver of online search. Nearly seven out of 10 smart phone users (68 percent) say that TV, radio, or print ads motivated them to perform a mobile search compared to mobile ads (27 percent) and online ads (18 percent).
SOURCES:
Google Mobile Ads Blog, Smartphone user study shows mobile movement under way, April 26, 2011 and eMarketer, How Searches on Smartphones Fit in the Purchase Funnel, May 11, 2011.