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.
Nearly nine out of 10 (89%) smartphone users say they use their smartphones throughout the day
Search engine websites are the most visited websites with 77% of smartphone users citing this, followed by social networking sites (65%), and retail websites (46%)
Smartphones are a key shopping tool and are used across channels and throughout the research and decision-making process:
- 79% of smartphone consumers use their phones to help with shopping (comparing prices, finding additional product info, locating a retailer)
- 70% use their smartphones while shopping in the store
74% of smartphone shoppers make a purchase as a result of using their smartphone in-store (76%), online (59%) via phone (35%)
Nine out of ten say smartphone searches results in an action (purchasing, visiting a business, etc.)
Cross-media exposure influences smartphone user shopping behavior:
- 71% 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%) say that TV, radio, or print ads motivated them to perform a mobile search compared to mobile ads (27%) and online ads (18%).
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.