Offline Ads Drive Mobile Response
May 30, 2012 -- Google, in partnership with Ipsos MediaCT, interviewed 1,000 U.S. online adults (18-64 years of age) who identified themselves as using a smartphone to access the Internet.
Select findings from Google's Our Mobile Planet:
U.S. smartphone penetration has risen to 44%.
Smartphone owners are becoming increasingly reliant on their devices with 66% reporting they access the Internet every day on their smartphone and 80% saying they never leave home without their device.
Smartphones are changing the way consumers shop -- 96% of owners have researched a product or service on their device.
35% of respondents have made a purchase on their phone -- 68% have bought a service or product via their device in the last month.
Offline ad exposure leads to mobile search:
More than four out of 10 (43%) smartphone owners used their device to search in response to television ads at least monthly. Nearly as many, 40%, searched in response to ads they saw in stores, followed by magazine ads (31%), and poster advertisements (24%).
About: In partnership with Ipsos MediaCT, Google interviewed a total of 1,000 US online adults (18-64 years of age) who identified themselves as using a smartphone to access the Internet. Sampling: 51% female, 49% male. Ages 18-24 (16%), 25-34 (33%), 35-44 (24%), 45-54 (20%), 55+ (7%). Interviews were conducted in Q1 2012.
Sources: eMarketer, Mobile Drives Direct Response for Other Ad Channels, May 30, 2012.