Understanding the Mobile Consumer
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Understanding the Mobile Consumer

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Understanding the Mobile Consumer Understanding the Mobile Consumer Presentation Transcript

  • Our Mobile Planet:United StatesUnderstanding the Mobile ConsumerMay 2012 Google Confidential and Proprietary
  • Executive Summary Smartphones have become an indispensable part of our daily lives. Smartphone penetration has risen to 44% of the population and these smartphone owners are becoming increasingly reliant on their devices. 66% access the Internet every day on their smartphone and most never leave home without it. Implication: Businesses that make mobile a central part of their strategy will benefit from the opportunity to engage the new constantly connected consumer. Smartphones have transformed consumer behavior. Mobile search, video, app usage, and social networking are prolific. Smartphone users are multi-tasking their media with 86% using their phone while doing other things such as watching TV (52%). Implication: Extending advertising strategies to include mobile and developing integrated cross-media campaigns can more effectively reach today’s consumers. Smartphones help users navigate the world. Appearing on smartphones is critical for local businesses. 94% of smartphone users look for local information on their phone and 90% take action a result, such as making a purchase or contacting the business. Implication: Ensuring that clickable phone numbers appear in local results and leveraging location based services on mobile make it easy for consumers to connect directly with businesses. Smartphones have changed the way consumers shop. Smartphones are critical shopping tools with 96% having researched a product or service on their device. Smartphone research influences buyer decisions and purchases across channels. 35% of smartphone users have made a purchase on their phone. Implication: Having a mobile optimized site is critical and a cross-channel strategy is needed to engage consumers across the multiple paths to purchase. Smartphones help advertisers connect with consumers. Mobile ads are noticed by 89% of smartphone users. Smartphones are also a critical component of traditional advertising as 66% have performed a search on their smartphone after seeing an offline ad. Implication: Making mobile ads a part of an integrated marketing strategy can drive greater consumer engagement. Google Confidential and Proprietary 2
  • Understanding the Mobile ConsumerThis survey is designed DAY How are smartphones used in daily life?to gain insights into howconsumers use the How do consumers multi-taskInternet on their with their smartphones?smartphones What activities are consumersIn detail: conducting on their smartphones?•  Facts and figures about smartphone adoption and usage•  Internet usage in general, search, video, What role do smartphones play social networking, mobile advertising in the shopping process? and m-commerce behavior via smartphones How do consumers respond•  This country report is part of a global to ads, offline and on mobile? smartphone study conducted in multiple countries. Visit OurMobilePlanet.com for access to additional tools and data Google Confidential and Proprietary 3
  • Agenda 1 Smartphones are Indispensable to Daily Life 2 Smartphones Have Transformed Consumer Behavior 3 Smartphones Help Users Navigate the World 4 Smartphones Change the Way Consumers Shop 5 Smartphones Help Advertisers Connect with Customers Google Confidential and Proprietary 4
  • SMARTPHONESARE INDISPENSABLETO DAILY LIFE Google Confidential and Proprietary 5
  • Smartphone Penetration is on the Rise 44% Q1 201231% Q1 2011 Google Confidential and Proprietary 6Base: National representative population 16+, n= 1.000Q1: Which if any of the following devices do you currently use?
  • Smartphones are a Central Part ofOur Daily Lives62%have used theirsmartphones every day inthe past 7 daysBase: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 7Q18: Thinking about the last seven days on how many days were you online with ...?
  • Smartphones are Always On, Always with You80%don’t leave homewithout their device Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 8 Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree. “I don’t leave house without my smartphone”
  • Smartphones Are Used Everywhere Place of Use Home 97% On the go 83% 97% At home In a store Restaurant 71% 78% Work 71%83%On the go At a social gathering Doctors office 60% 56% Café or coffee shop 50% Airport 49% 78% In a store Public Transport 36% School 30% Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 9 Q16: Where do you use your smartphone? Please select first at which locations you ever use it - even if only seldom.
  • Allowing Users to Stay Fully Connected Emailing 73% 66% Search Engines 62% Social Networking Sites 60% access the Internet on their smartphones at least Video sharing Sites 34% once a dayBase: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 10Q9: Using the scale below, please indicate approximately how frequently you use the Internet in general and specific services and types of websites through your browser or apps on your smartphone? Responses reflect at least once a day.
  • Smartphone Use is Expected to Increase35% expect to use their smartphone more to access the Internet in the futureBase: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 11Q21: Thinking about the next 12 months, what do you expect, how will you be using the internet with your…?
  • Smartphones Have Become so Important toConsumers that …33%would rather give upTV than their smartphoneBase: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 12Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 – completely agree to 1 – completely disagree. I would rather give up TV than my smartphone. “I would rather give up my TV / desktop PC than my smartphone”
  • SMARTPHONESHAVE TRANSFORMEDCONSUMER BEHAVIOR Google Confidential and Proprietary 13
  • Smartphones are aMajor Access Pointfor Search 57%search on their smartphones every day Base: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 962 Google Confidential and Proprietary 14 Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your ... ?
  • Smartphones Inform Our Daily Life 50% Restaurants, Pubs & Bars 31% Travel 25% 59% Product Info Job Offers 18% Apartments, Housing infoBase: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 15Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
  • Smartphones are a Multi-Activity Portal 83% Emailed (sent or read) 75% Accessed a social network (e.g. updated a status message checked 64% Communication messages or friends pages) 53% Read news on newspaper or magazine 38% portals Reviewed websites blogs or message 37% boards Stay Informed Browsed the Internet 73% 88% Played games Listened to music 63% 61% Entertainment Watched videos on a video sharing 54% website (e.g. YouTube.com)Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 16Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
  • App Usage is Ubiquitous 28 apps installed on average 11 apps used in the last 30 days 6 paid apps installed on averageBase: Private smartphone users who use the internet in general, Smartphone n= 1.000Q24: How many apps do you currently have on your smartphone?Base: Private smartphone users who use the internet in general and who have at minimum one app on their smartphone, n= 968 Google Confidential and Proprietary 17Q25: And of the apps you currently have installed on your smartphone, how many have you used actively in the last 30 days?Q26: And of the apps you currently have installed on your smartphone, how many have you purchased for a certain amount in an app store?
  • Smartphones Users are Avid Video Watchers 76% watch video 25% use video at least once a day Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary Q35: How often do you watch videos via websites or apps (e.g. short video clips, videos of TV shows, TV movies online, etc.) on your ... ?
  • Smartphone Users are FrequentSocial Networkers80%visit socialnetworks55%visit at leastonce a dayBase: Private smartphone users who use the internet in Google Confidential and Proprietary 19general, Smartphone n= 1.000 . Q38: How often do you visit asocial network (via websites or apps) on your ... ?
  • Smartphones Are Used While Multi-taskingwith Other Media Listen to music 51% Read a book Watch TV 17% 52% 86% Use Watch movies smartphone Use Internet 34% while… 43% Read magazines/ Play video games newspapers 28% 16%Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone, Google Confidential and Proprietary 20Smartphone n= 843 Q22: When you use the Internet on your smartphone, which if any of the following – do you do at the same time?
  • SMARTPHONESHELP USERSNAVIGATE THE WORLDAROUND THEM Google Confidential and Proprietary 21
  • 94% of smartphone users have looked for local information 90% have taken action as a resultBase: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)Base: Private smartphone users who use the internet in general and who look at least less than once a month for Google Confidential and Proprietary 22information on their smartphone, Smartphone n= 935 Q34 Which of the following actions have you taken after havinglooked up this type of information (business or services close to your location)?
  • Looking for Local Information is a FrequentSmartphone Activity 58% 27% Look for local information at Look for local least once a week information dailyBase: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 23Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)
  • Local Information Seekers Take Action 70% Called the business or service 52% Looked the business up on a map or got directions to the business or 50% connected with service the business 66% Visited a business (e.g. store or 50% restaurant) Visited the website of the business or visited the 48% service business 23% Read or wrote a review about a 15% business or service Recommended a business or service told others to someone else 13% about it 36% Made a purchase from a business in- 26% store Made a puchase from a business made a purchase online 21%Base: Private smartphone users who use the internet in general and who look at least less than once a monthfor information on their smartphone, Smartphone n= 935 Google Confidential and Proprietary 24Q34: Which of the following actions have you taken after having looked up this type of information (businessor services close to your location)?
  • SMARTPHONESCHANGE THE WAYCONSUMERS SHOP Google Confidential and Proprietary 25
  • Smartphones Allow Users to Research Products Anytime, Anywhere Place of Search Home 58% 58% At home On the go 43% In a store 31%43%On the go Work 29% Restaurant 19% 31% At a social gathering 13% In a store Café or coffee shop 12% Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 26 Q51a: And where were you when you researched for products or services with your smartphone?
  • 96%have researcheda product or serviceon their phoneBase: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 27Q51a: And where were you when you researched for products or services with your smartphone?
  • Smartphones are Our Primary ShoppingCompanions I intentionally have my smartphone with me to compare prices and 35% inform myself about products. I have changed my mind about purchasing a product or service 32% in store as of a result of information I gathered using my smartphone. I have changed my mind about purchasing a product or service online as of a result of information I 29% gathered using my smartphone. Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 28 Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement.
  • Research that Starts on Smartphones Leadsto Purchases Across Channels Research on smartphone then purchased 37% then purchased via computer 32% then purchased it offline Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 29 Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you.
  • Smartphones Are an Emerging Point of Purchase 35% of smartphone users have purchased a product or service on their smartphone 68% of these smartphone shoppers have made a purchase in the past month Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Q44: Have you ever purchased a product or service over the internet on your smartphone? With product or service we mean everything you can Google Confidential and Proprietary buy excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 354 Q45: Have you made a purchase by using your smartphone in the past month?
  • Smartphones Shoppers are Frequent Buyers 62% make mobile purchases at least once a monthBase: Private smartphone users who use the internet in general and who purchased via internet on their smartphone, Smartphone n=354 Q47: How frequently do you purchase products or services with your smartphone? Google Confidential and Proprietary 31
  • Mobile Commerce willContinue to Grow 31%expect to make more mobile purchases in the futureBase: Private smartphone users who use the internet in general, Smartphone n= 1.000 Q51: Do you Google Confidential and Proprietary 32 expect making purchases on your smartphone more often in the next 12 months?
  • Barriers to Mobile Commerce Still Exist Would prefer to use a PC/laptop for these services 65% Doesnt feel secure 38% Too complicated 12% Payment features were not available (no credit card) 6% Payment is too complex 5% Too expensive 4% Never heard of these services 3% Other 6%Base: Private smartphone users who use the internet in general and who NOT purchased via internet Google Confidential and Proprietary 33on their smartphone n= 646 Q46:Why have you not made a purchase using your smartphone?
  • SMARTPHONESHELP ADVERTISERSCONNECT WITH THEIRCUSTOMERS Google Confidential and Proprietary 34
  • Offline Ad Exposure Leads to Mobile Search Ad location 66% 58% TV Shop/business 57% have performed a mobile search after Magazines 48% Posters / Billboards 36% seeing an adBase: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 888 Google Confidential and Proprietary 35Q43a: How often do you use your smartphone to do a search in response to an ad you have seen in a magazine, on a poster, on TV or in a shop/business?
  • The First Page of Mobile Search Results is Key 61%only look at the first page of results when conducting a search on their smartphone 1 2 3 4 5 6 7 8 Next Base: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 962 Google Confidential and Proprietary 36 Q32: How many search result pages do you look at, when conducting a search with your ... ?
  • 89% of smartphone users notice mobile adsBase: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 37Q41: How often do you notice advertising when you are using the browser or an app on your smartphone? (Ever)
  • Mobile Ads Make an Impression Where Mobile Ads Are Noticed 48% While in app While in an app 48% While on a website 46% 46%While on a website While using a search engine 40% 40% While using a While watching a video 27% search engine While on a retailer website 25% 27%White watching While on a video website 19% a video Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n=888 Google Confidential and Proprietary 38 Q42: Where have you noticed advertising when using your smartphone?
  • BACKGROUND Google Confidential and Proprietary 39
  • Research Methodology•  In partnership with Ipsos MediaCT, we 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•  The distribution is according to a national representative CATI Study•  A smartphone is defined as “a mobile phone offering advanced capabilities, often with PC-like functionality or ability to download apps”•  Respondents were asked a variety of questions around device usage, mobile search, video, social, web and commerce behavior and mobile advertising•  Interviews were conducted in Q1 2012 Google Confidential and Proprietary 40
  • Demographics Female 51% Gender Male 49% 18-24 Years 16% 25-34 Years 33% Age 35-44 Years 24% 45-54 Years 20% 55+ Years 7% Urban 33% Area Suburban 49% Rural 17% Single 33% Living with partner 11% Marital Married 45% Status Widowed 1% Divorce/separated 10%Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000 Google Confidential and Proprietary 41S2. Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status?
  • Demographics Grade school or some high school 2% Completed high school 13% Some college but did not finish 24% Education Completed a two year college degree 13% Completed a four year college degree 34% Completed a post-graduate degree 14% such as a Masters or Ph.D. Employed (full-time/part-time) 66% Employment Retired 5% Status Student 10% Unemployed / homemaker 19% Less than 15.000 USD 6% 15.000 - 24.999 USD 10% 25.000 - 39.999 USD 18% 40.000 - 49.999 USD 11% Income 50.000 - 74.999 USD 24% 75.000 - 99.999 USD 12% 100.000 USD or more 13% Dont know/ no answer 7%Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000D4. What is the highest level of education you have completed? D5. Which of the following best describes your Google Confidential and Proprietary 42 employment status? D8. Which of these ranges comes closest to the total (annual) income of your household before anything is deducted for tax National Insurance (Social security) pension schemes etc.?