Google has recently provided research on the growing use of smartphones for product search and shopping that reveal the importance of mobile for the success of your business.
Google studied behavior in six top markets: the USA, United Kingdom, France, Germany, Spain and Japan. Already, a quarter of smartphone users have made a purchase from their phone. In the US, the number is higher, at 34%.
This is not a one-time phenomenon. Per the study, 50% of those who have made a mobile purchase than do so at least on a monthly basis.
Smartphones are not only used as the point of sale. They are quickly becoming tools to build brands, reach customers from the business side. From the consumer side, shoppers are increasingly using their smartphones for product research and price comparisons. Often, this happens while they are in the store.
But wait, there’s more!
In the six large markets Google studied, nearly 60% of smartphone users searched on their phone after a prompt from an offline advertisement or in-store ad. This reveals the importance of a strategy to optimize your business efforts across channels.
More stats from Google’s report:
- Across most of these six markets, roughly 60% of smartphone users are searching because of an ad they’ve seen offline or in a store.
- More than 90% of global smartphone users are searching on mobile, making it a truly mainstream behavior
- Mobile search is a frequent activity. In most of these six countries more than 75% of smartphone Internet users search at least once a week.
- 92% of Americans use their smartphones to look for information about local businesses or services.
- Globally, 1 out 5 smartphone users in all six countries made a purchase after looking for local information, whether in-store or online.
- Mobile shoppers are frequent purchasers. Across all markets, more than 50% of those who’ve made a mobile purchase do so at least on a monthly basis. In Spain, 64% of mobile shoppers make a purchase at least monthly, with 15% purchasing on a weekly basis.
Google makes it clear:
The companies that make mobile central to their marketing strategies will have an advantage in engaging with the mobile consumer. Savvy advertisers should adopt integrated marketing campaigns to take advantage of consumers’ natural multi-tasking media behavior. Businesses should also develop cross-channel strategies that make use of mobile as a bridge between the online and offline world as consumers shop and look for local information.
Only, it’s not just Google. Research from Nielsen found that 29 percent of US smartphone owners actively use their phone for shopping-related activities. The big difference between PCs and smartphones, however, is that the smartphone is used while people are in the *process* of shopping!
But it’s not just about shopping. As mobile expert Tomi Ahonen notes:
Government is increasingly turning to mobile. Politics is embracing mobile. Healthcare is providing assistance via mobile. Education is using mobile to help in learning. This is by far the most dynamic and most exciting industry to be in.
This is not surprising considering the numbers:
MOBILE SUBSCRIBERS AND HANDSETS IN USE
Total mobile subscriptions (incl multiples) . . . 5.9 B
Total mobile handsets in use . . . . . . . . . . . . 4.8 B
Total unique mobile phone owners . . . . . . . . 4.0 B
PERCENT WHO USE MOBILE SERVICE/FUNCTION
SMS text messaging . . . . . 85% . . . 5.0 B
Voice calls . . . . . . . . . . . . 83% . . . 4.9 B
Camera . . . . . . . . . . . . . . . 71% . . . 4.2 B
Received Advertising . . . . . 58% . . . 3.4 B
MMS picture messaging . . 43% . . . 2.5 B
News and alerts . . . . . . . . 32% . . . 1.9 B
Browsing (incl WAP) . . . . . 30% . . . 1.8 B
Premium SMS (incl voting) . 28% . . . 1.7 B
Download apps (incl Java) . 18% . . . 1.1 B
Fanggle can help your business or organization leverage the power of mobile — and the incredible numbers behind it. Mobile truly does represent a revolution in service delivery and customer satisfaction.