Google has conducted a survey on the use of smartphones and how they influence our lives and how we influence businesses with our smartphones daily. The survey was carried out by Ipsos OTX and it features many statistical facts and a short video, explaining the results. Of ocurse, the research was focused on marketing and it aims to explore and promote the smartphone as the next-gen ad platform and a source of new revenue for Google (their business is ads, you know).
The results of the research show that we use our smartphones vigorously throughout our day, at home and at the office, and even in the bathroom. It shows that by using our smartphones as guides on shopping products of all types incl. groceries makes us more pretentious customers with a higher demand for the quality and adequate pricing.
Here are just some of the highlights:
”81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone”
”72% use their smartphones while consuming other media”
”93% of smartphone owners use their smartphones while at home ”
”95% of smartphone users have looked for local information”
”88% of these users take action within a day, indicating these are immediate information needs”
”71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)”
”82% notice mobile ads, especially mobile display ads and a third notice mobile search ads”
According to the report we are quite aware of mobile ads – all 82% of us – and interact with them. Reportedly, by advertising on our smartphones businesses will gain a lucrative leverage. Just so you know, we tend to notice the ads because there are still few of those and they take up a large percent of the limited mobile screen space. As soon as those become huge in number, as the study suggests, we might as well develop banner blindness similar to the one we have when we’re in front of the computer screen.
The good thing is the video sends a message to businesses out there to optimize their sites for mobile browsing.
There’s also an infographic chart for the survey.
Click for the full image
The idea here is that smartphones are a very important part of our daily lives and they’ll just keep getting better and better until finally they’ll be a standalone web-surfing gadget all on their own.
Here’s the video itself. It’s pretty cool.
There’s no doubt that mobile browsing will evolve and in these technological times, I’d bet it will be fast. Google will reveal the full results from their survey later on today at a dedicated free webinar (11am PST/ 2pm EST / 19 pm London time). If you are interested to attend, sign up here. If you miss it, you will be able to download a complimentary copy of the study results over at the Google Mobile Ads blog.
Recently, we also conducted a similar survey of our own and we plan to publish the results this week as well. Our survey covers the international audience of GSMArena.com and makes an analysis which are the most or least frequently used mobile phone features depending on age, location and gender. Yes, it’s an ambitious project, so bear with us as we put the final touches.