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Traditional Ads Play Key Role in the Smartphone Purchase Funnel


May 2011 --  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 US 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:

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.