SlideShare a Scribd company logo
1 of 42
Download to read offline
Our Mobile Planet:
UK
Understanding the Mobile Consumer
May 2012




                                    Google Confidential and Proprietary
Executive Summary
    Smartphones have become an indispensable part of our daily lives. Smartphone penetration
    has risen to 51% of the population and these smartphone owners are becoming increasingly
    reliant on their devices. 59% 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 80% using
    their phone while doing other things such as watching TV (55%). 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. 85% of smartphone users look for local information on their phone and 81% 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 95% having researched a product or service on their device. Smartphone research influences
    buyer decisions and purchases across channels. 31% 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 84% of
    smartphone users. Smartphones are also a critical component of traditional advertising as 56%
    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 Consumer

This survey is designed                        DAY
                                                     How are smartphones
                                                     used in daily life?
to gain insights into how
consumers use the                                    How do consumers multi-task
Internet on their                                    with their smartphones?

smartphones
                                                     What activities are consumers
In 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
SMARTPHONES
ARE INDISPENSABLE
TO DAILY LIFE




                    Google Confidential and Proprietary   5
Smartphone Penetration is on the Rise




                                                                    51%               Q1 2012




30%                Q1 2011


                                                                    Google Confidential and Proprietary   6
Base: National representative population 16+, n= 1.000
Q1:   Which if any of the following devices do you currently use?
Smartphones are a Central Part of
Our Daily Lives




59%
have used their
smartphones every day in
the past 7 days




Base: Private smartphone users who use the internet in general, Smartphone n= 1.000   Google Confidential and Proprietary   7
Q18: Thinking about the last seven days on how many days were you online with ...?
Smartphones are Always On, Always with You




78%
don’t leave home
without 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                                                  85%



                 97%
                  At home
                                                                                                  Work

                                                                                            In a store                                       64%
                                                                                                                                                72%




                                                                              Café or coffee shop                                          61%



85%
On the go
                                                                                   Public Transport

                                                                                          Restaurant
                                                                                                                                           61%

                                                                                                                                          59%

                                                                              At a social gathering                                   52%

                                                                                               Airport                              44%

                          64%
                           In a store
                                                                                     Doctor's office                          28%

                                                                                               School                   16%




 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                                    62%




                                      64%
                                                                                              Social Networking Sites                                         56%




                                                                                                          Search Engines                                    53%

                                    access the
                                    Internet on their
                                    smartphones at least                                            Video sharing Sites                        21%
                                    once a day


Base: Private smartphone users who use the internet in general, Smartphone n= 1.000                                                       Google Confidential and Proprietary   10
Q9:   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 Increase




35%                                                expect
                                                   to use their
                                                   smartphone more to
                                                   access the Internet
                                                   in the future




Base: Private smartphone users who use the internet in general, Smartphone n= 1.000                          Google Confidential and Proprietary   11
Q21: Thinking about the next 12 months, what do you expect, how will you be using the internet with your…?
Smartphones Have Become so Important to
Consumers that …




21%
would rather give up
TV than their smartphone




Base: Private smartphone users who use the internet in general, Smartphone n= 1.000                                            Google Confidential and Proprietary   12
Q52: 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”
SMARTPHONES
HAVE TRANSFORMED
CONSUMER BEHAVIOR




                    Google Confidential and Proprietary   13
Smartphones are a
Major Access Point
for Search


                                                                                                49%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= 957   Google Confidential and Proprietary   14
 Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your ... ?
Smartphones Inform Our Daily Life



                                                                                                   37%
                                                                                                   Restaurants, Pubs & Bars


                                                                                                   29%
                                                                                                   Travel

                                                                                                   16%
                                            60%
                                          Product Info
                                                                                                   Job Offers


                                                                                                   16%
                                                                                                   Apartments, Housing info




Base: Private smartphone users who use the internet in general, Smartphone n= 1.000                                       Google Confidential and Proprietary   15
Q23: 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



                                              85%
                                                                                                     Emailed (sent or read)                               75%

                                                                                        Accessed a social network (e.g.
                                                                                     updated a status message checked                                 66%
                                           Communication                                   messages or friends' pages)




                                              46%
                                                                               Read news on newspaper or magazine
                                                                                                                                         35%
                                                                                                           portals

                                                                                  Reviewed websites blogs or message
                                                                                                                                      27%
                                                                                                              boards
                                               Stay Informed


                                                                                                       Browsed the Internet                               76%




                                              89%                                                              Played games


                                                                                                           Listened to music
                                                                                                                                                    62%


                                                                                                                                                   58%

                                              Entertainment                          Watched videos on a video sharing
                                                                                                                                              46%
                                                                                           website (e.g. YouTube.com)


Base: Private smartphone users who use the internet in general, Smartphone n= 1.000
                                                                                                                               Google Confidential and Proprietary   16
Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
App Usage is Ubiquitous




                                                                                           23                                         apps installed
                                                                                                                                      on average




                                                                                                                      9
                                                                                                                                      apps used in the
                                                                                                                                      last 30 days




                                                                                                                      6
                                                                                                                                      paid apps installed
                                                                                                                                      on average

Base:   Private smartphone users who use the internet in general, Smartphone n= 1.000
Q24:    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= 948              Google Confidential and Proprietary   17
Q25:    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




                                                                                66%
                                                                                watch video




                                                                                10%
                                                                                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   18
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 Frequent
Social Networkers



80%
visit social
networks




51%
visit at least
once a day

Base: Private smartphone users who use the internet in         Google Confidential and Proprietary   19
general, Smartphone n= 1.000 . Q38: How often do you visit a
social network (via websites or apps) on your ... ?
Smartphones Are Used While Multi-tasking
with Other Media

                                                                            Listen to music
                                                                                 43%


                                            Read a book                                                          Watch TV
                                                10%                                                                55%



                                                                       80%
                                                                               Use
                                        Watch movies                        smartphone                            Use Internet
                                            27%                               while…                                  27%




                                                                                         Read magazines/
                                                          Play video games                 newspapers
                                                                 15%                            14%



Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone,                Google Confidential and Proprietary   20
Smartphone n= 804 Q22: When you use the Internet on your smartphone, which if any of the following – do you do at the same time?
SMARTPHONES
HELP USERS
NAVIGATE THE WORLD
AROUND THEM




                     Google Confidential and Proprietary   21
85%
                                                                                             of smartphone users
                                                                                             have looked for local
                                                                                             information



                                                                                             81%
                                                                                             have taken action as
                                                                                             a result




Base: Private smartphone users who use the internet in general, Smartphone n= 1.000
Q33: 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   22
information on their smartphone, Smartphone n= 851 Q34 Which of the following actions have you taken after having
looked up this type of information (business or services close to your location)?
Looking for Local Information is a Frequent
Smartphone Activity




                       37%                                                                                  13%
        Look for local information at                                                                        Look for local
            least once a week                                                                              information daily



Base: Private smartphone users who use the internet in general, Smartphone n= 1.000                                  Google Confidential and Proprietary   23
Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)
Local Information Seekers Take Action


                                                  54%
                                                                              Looked the business up on a map or
                                                                                  got directions to the business or                36%
                                                                                                            service
                                                   connected with                     Called the business or service               35%
                                                     the business




                                                  59%      visited the
                                                                              Visited the website of the business or
                                                                                                             service
                                                                                    Visited a business (e.g. store or
                                                                                                         restaurant)
                                                                                                                                      44%

                                                                                                                                    40%
                                                             business



                                                  12%     told others
                                                                                     Read or wrote a review about a
                                                                                                business or service
                                                                              Recommended a business or service
                                                                                                                        8%

                                                                                                                        6%
                                                             about it                         to someone else




                                                  32%
                                                made a purchase
                                                                              Made a purchase from a business in-
                                                                                                           store
                                                                                  Made a puchase from a business
                                                                                                          online
                                                                                                                             21%

                                                                                                                             21%




Base:   Private smartphone users who use the internet in general and who look at least less than once a month
for     information on their smartphone, Smartphone n= 851                                                               Google Confidential and Proprietary   24
Q34:    Which of the following actions have you taken after having looked up this type of information (business
or      services close to your location)?
SMARTPHONES
CHANGE THE WAY
CONSUMERS SHOP




                 Google Confidential and Proprietary   25
Smartphones Allow Users to Research
 Products Anytime, Anywhere
                    Place of Search

                                                                                               Home                          61%



               61%
                At home
                                                                                         On the go                34%



                                                                                               Work           24%



34%
On the go
                                                                                          In a store        17%



                                                                             Café or coffee shop            17%




                       17%
                                                                                  Public transport          16%


                        In a store
                                                                                        Restaurant     7%




 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?
95%
have researched
a product or service
on their phone




Base: Private smartphone users who use the internet in general, Smartphone n= 1.000           Google Confidential and Proprietary   27
Q51a: And where were you when you researched for products or services with your smartphone?
Smartphones are Our Primary Shopping
Companions

                                                                        I intentionally have my
                                                                           smartphone with me
                                                             to compare prices and                                                    24%
                                                                     inform myself
                                                                   about products.


                                                          I have changed my
                                                     mind about purchasing
                                                        a product or service                                                    17%
                                              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                                           16%
                                                         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 Leads
to Purchases Across Channels
                 Research
       on smartphone

                                                          then purchased


        39%
                                                                                                then purchased
                                                                                                via computer




        24%                                                                              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



                                                                                            31%
                                                                                            of smartphone users
                                                                                            have purchased a
                                                                                            product or service
                                                                                            on their smartphone



                                                                                            56%
                                                                                            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   30
buy     excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 172
Q45:    Have you made a purchase by using your smartphone in the past month?
Smartphones Shoppers are Frequent Buyers




                                                                                                                56% make mobile purchases
                                                                                                                    at least once a month




Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone, Smartphone n=
309 Q47:           How frequently do you purchase products or services with your smartphone?                                       Google Confidential and Proprietary   31
Mobile Commerce will
Continue to Grow




                                                                                       24%expect to make more
                                                                                          mobile purchases in the
                                                                                          future
Base: 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                                                              69%


                                                                    Doesn't feel secure                                44%


                                                                        Too complicated                  11%


                                                              Payment is too complex                 6%

                                            Payment features were not available
                                                                                                    4%
                                                               (no credit card)

                                                                           Too expensive            3%


                                                     Never heard of these services                  2%


                                                                                       Other         7%




Base: Private smartphone users who use the internet in general and who NOT purchased via internet              Google Confidential and Proprietary   33
on their smartphone n= 691 Q46:Why have you not made a purchase using your smartphone?
Smartphones
Help Advertisers Connect
With Their Customers




                           Google Confidential and Proprietary   34
Offline Ad Exposure Leads to Mobile Search

                                                                                                              Ad location




                          56%                                                                           51%
                                                                                                            TV                        Shop/business
                                                                                                                                             46%




     have performed
 a mobile search after                                                                               Magazines
                                                                                                        41%
                                                                                                                                      Posters / Billboards
                                                                                                                                                 34%
         seeing an ad

Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 841                     Google Confidential and Proprietary   35
Q43a: 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




     59%
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= 957   Google Confidential and Proprietary   36
 Q32: How many search result pages do you look at, when conducting a search with your ... ?
84%
                                                                              of smartphone users
                                                                              notice mobile ads




Base: Private smartphone users who use the internet in general, Smartphone n= 1.000         Google Confidential and Proprietary   37
Q41: 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
            35%
            While in app
                                                                             While on a website                                        38%


                                                                          While using a search
                                                                                                                                     35%

 38%
                                                                                        engine


    While on a
      website                                                                     While in an app                                    35%



                      35%
                      While using a
                                                                              While on a retailer
                                                                                        website
                                                                                                                               22%

                      search engine
                                                                                  While watching
                                                                                         a video
                                                                                                                         14%


 14%
White watching
                                                                                While on a video
                                                                                        website
                                                                                                                         12%
       a video




      Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n= 841               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
   British 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                                  45%
                                                             Gender                              Male                                        55%


                                                                                        18-24 Years                      19%
                                                                                        25-34 Years                            33%

                                                                    Age                 35-44 Years                            32%
                                                                                        45-54 Years                 12%
                                                                                           55+ Years          4%


                                                                                               Urban                            35%
                                                                   Area                    Suburban                                     47%
                                                                                                Rural                    19%


                                                                                               Single                          34%
                                                                                Living with partner                      20%
                                                              Marital
                                                                                              Married                            39%
                                                              Status
                                                                                            Widowed         1%
                                                                                Divorce/separated               7%




Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000                                                     Google Confidential and Proprietary   41
S2.   Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status?
Demographics

                                                                                                  GCSE/ O-Level/ CSE            17%
                                                                                               Vocational qualifications      10%
                                                                                                  A-Level or equivalent            25%
                                                       Education                        Bachelor Degree or equivalent               29%
                                                                                           Masters/ PhD or equivalent          13%
                                                                                     Others (/ No formal qualifications     4%
                                                                                                           Still studying   3%


                                                                                         Employed (full-time/part-time)                                     75%
                                                 Employment                                                       Retired   3%
                                                      Status                                Unemployed / homemaker
                                                                                                                  Student    8%
                                                                                                                               14%


                                                                                                      Below 9.999 GBP        7%
                                                                                                  10.000 - 14.999 GBP        7%
                                                                                                  15.000 - 19.999 GBP        7%
                                                                                                  20.000 - 24.999 GBP         9%
                                                                                                  25.000 - 29.999 GBP        8%
                                                            Income                                30.000 - 39.999 GBP           14%
                                                                                                  40.000 - 49.999 GBP          13%
                                                                                                  50.000 - 74.999 GBP           14%
                                                                                                   75.000 GBP or more         9%
                                                                                                Don't know/ no answer          12%


Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000
D4.   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.?

More Related Content

Similar to Our Mobile Plane (UK) - May 2012

our_mobile_planet_us_en
our_mobile_planet_us_enour_mobile_planet_us_en
our_mobile_planet_us_enWu Nengyong
 
Статистика використання смартфонів від Google
Статистика використання смартфонів від GoogleСтатистика використання смартфонів від Google
Статистика використання смартфонів від GoogleДіма Леонов
 
Mobile Marketing USA
Mobile Marketing USAMobile Marketing USA
Mobile Marketing USAVasco Marques
 
Mobile Marketing China
Mobile Marketing ChinaMobile Marketing China
Mobile Marketing ChinaVasco Marques
 
Mobile planet canada
Mobile planet canadaMobile planet canada
Mobile planet canadasyaiham
 
Google presentation on Get Mo
Google presentation on Get MoGoogle presentation on Get Mo
Google presentation on Get MoDigital Leaders
 
Ten Big Trends in Ten Short Minutes
Ten Big Trends in Ten Short MinutesTen Big Trends in Ten Short Minutes
Ten Big Trends in Ten Short MinutesLocal Social Summit
 
Google Mobile Report 2013 (Philippines)
Google Mobile Report 2013 (Philippines)Google Mobile Report 2013 (Philippines)
Google Mobile Report 2013 (Philippines)Techglimpse
 
Google Mobile Planet Vietnam Research 2013
Google Mobile Planet Vietnam Research 2013Google Mobile Planet Vietnam Research 2013
Google Mobile Planet Vietnam Research 2013Nguyen Tung
 
HOT - Google report for Mobile Marketing in Vietnam Q4 2013
HOT - Google report for Mobile Marketing in Vietnam Q4 2013HOT - Google report for Mobile Marketing in Vietnam Q4 2013
HOT - Google report for Mobile Marketing in Vietnam Q4 2013Hai Dongkixot
 
MMA 2013_Understanding mobile consumers
MMA 2013_Understanding mobile consumersMMA 2013_Understanding mobile consumers
MMA 2013_Understanding mobile consumersHoàng Hường
 
Hành vi người tiêu dùng trên điện thoai thông minh tại Việt Nam 2013
Hành vi người tiêu dùng trên điện thoai thông minh tại Việt Nam 2013Hành vi người tiêu dùng trên điện thoai thông minh tại Việt Nam 2013
Hành vi người tiêu dùng trên điện thoai thông minh tại Việt Nam 2013Vietguys - Mobile Marketing Solutions
 
Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013Hugh Vu
 
Our mobile planet_australia_en
Our mobile planet_australia_enOur mobile planet_australia_en
Our mobile planet_australia_enRobert Trebor
 
Understanding the Mobile Consumer - USA Research and Statistics
Understanding the Mobile Consumer - USA Research and StatisticsUnderstanding the Mobile Consumer - USA Research and Statistics
Understanding the Mobile Consumer - USA Research and StatisticsAndy Gee
 
Latest 2013 smartphone use research data
Latest 2013 smartphone use research dataLatest 2013 smartphone use research data
Latest 2013 smartphone use research dataDentist Identity
 
Google mobile planet research 2013
Google mobile planet research 2013Google mobile planet research 2013
Google mobile planet research 2013Federico Bonetti
 
THE CURRENT STATE OF SMARTPHONE USE
THE CURRENT STATE OF SMARTPHONE USETHE CURRENT STATE OF SMARTPHONE USE
THE CURRENT STATE OF SMARTPHONE USEDentist Identity
 

Similar to Our Mobile Plane (UK) - May 2012 (20)

our_mobile_planet_us_en
our_mobile_planet_us_enour_mobile_planet_us_en
our_mobile_planet_us_en
 
Статистика використання смартфонів від Google
Статистика використання смартфонів від GoogleСтатистика використання смартфонів від Google
Статистика використання смартфонів від Google
 
Our mobile planet_us_en
Our mobile planet_us_enOur mobile planet_us_en
Our mobile planet_us_en
 
Mobile Marketing USA
Mobile Marketing USAMobile Marketing USA
Mobile Marketing USA
 
Mobile Marketing China
Mobile Marketing ChinaMobile Marketing China
Mobile Marketing China
 
Mobile planet canada
Mobile planet canadaMobile planet canada
Mobile planet canada
 
Google presentation on Get Mo
Google presentation on Get MoGoogle presentation on Get Mo
Google presentation on Get Mo
 
Ten Big Trends in Ten Short Minutes
Ten Big Trends in Ten Short MinutesTen Big Trends in Ten Short Minutes
Ten Big Trends in Ten Short Minutes
 
Google Mobile Report 2013 (Philippines)
Google Mobile Report 2013 (Philippines)Google Mobile Report 2013 (Philippines)
Google Mobile Report 2013 (Philippines)
 
Google Mobile Planet Vietnam Research 2013
Google Mobile Planet Vietnam Research 2013Google Mobile Planet Vietnam Research 2013
Google Mobile Planet Vietnam Research 2013
 
HOT - Google report for Mobile Marketing in Vietnam Q4 2013
HOT - Google report for Mobile Marketing in Vietnam Q4 2013HOT - Google report for Mobile Marketing in Vietnam Q4 2013
HOT - Google report for Mobile Marketing in Vietnam Q4 2013
 
MMA 2013_Understanding mobile consumers
MMA 2013_Understanding mobile consumersMMA 2013_Understanding mobile consumers
MMA 2013_Understanding mobile consumers
 
Hành vi người tiêu dùng trên điện thoai thông minh tại Việt Nam 2013
Hành vi người tiêu dùng trên điện thoai thông minh tại Việt Nam 2013Hành vi người tiêu dùng trên điện thoai thông minh tại Việt Nam 2013
Hành vi người tiêu dùng trên điện thoai thông minh tại Việt Nam 2013
 
Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013
 
Mobile marketing china
Mobile marketing chinaMobile marketing china
Mobile marketing china
 
Our mobile planet_australia_en
Our mobile planet_australia_enOur mobile planet_australia_en
Our mobile planet_australia_en
 
Understanding the Mobile Consumer - USA Research and Statistics
Understanding the Mobile Consumer - USA Research and StatisticsUnderstanding the Mobile Consumer - USA Research and Statistics
Understanding the Mobile Consumer - USA Research and Statistics
 
Latest 2013 smartphone use research data
Latest 2013 smartphone use research dataLatest 2013 smartphone use research data
Latest 2013 smartphone use research data
 
Google mobile planet research 2013
Google mobile planet research 2013Google mobile planet research 2013
Google mobile planet research 2013
 
THE CURRENT STATE OF SMARTPHONE USE
THE CURRENT STATE OF SMARTPHONE USETHE CURRENT STATE OF SMARTPHONE USE
THE CURRENT STATE OF SMARTPHONE USE
 

Recently uploaded

High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
UI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design SuccessUI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design SuccessThink 360 Studio
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Models of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa LetšosaModels of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa Letšosaannemarleenolthof1
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaAMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaBarusRa
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdfUnlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdfIBM
 

Recently uploaded (18)

High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
UI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design SuccessUI UX Process for SaaS Product Design Success
UI UX Process for SaaS Product Design Success
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Models of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa LetšosaModels of Disability - an overview by Marno Retief & Rantoa Letšosa
Models of Disability - an overview by Marno Retief & Rantoa Letšosa
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara RakovskaAMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
AMBER GRAIN EMBROIDERY | Growing folklore elements | Barbara Rakovska
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdfUnlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
Unlocking Conversion_ The Art of Turning Visitors into Loyal Customers.pdf
 

Our Mobile Plane (UK) - May 2012

  • 1. Our Mobile Planet: UK Understanding the Mobile Consumer May 2012 Google Confidential and Proprietary
  • 2. Executive Summary Smartphones have become an indispensable part of our daily lives. Smartphone penetration has risen to 51% of the population and these smartphone owners are becoming increasingly reliant on their devices. 59% 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 80% using their phone while doing other things such as watching TV (55%). 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. 85% of smartphone users look for local information on their phone and 81% 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 95% having researched a product or service on their device. Smartphone research influences buyer decisions and purchases across channels. 31% 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 84% of smartphone users. Smartphones are also a critical component of traditional advertising as 56% 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
  • 3. Understanding the Mobile Consumer This survey is designed DAY How are smartphones used in daily life? to gain insights into how consumers use the How do consumers multi-task Internet on their with their smartphones? smartphones What activities are consumers In 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
  • 4. 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
  • 5. SMARTPHONES ARE INDISPENSABLE TO DAILY LIFE Google Confidential and Proprietary 5
  • 6. Smartphone Penetration is on the Rise 51% Q1 2012 30% Q1 2011 Google Confidential and Proprietary 6 Base: National representative population 16+, n= 1.000 Q1: Which if any of the following devices do you currently use?
  • 7. Smartphones are a Central Part of Our Daily Lives 59% have used their smartphones every day in the past 7 days Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 7 Q18: Thinking about the last seven days on how many days were you online with ...?
  • 8. Smartphones are Always On, Always with You 78% don’t leave home without 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”
  • 9. Smartphones Are Used Everywhere Place of Use Home 97% On the go 85% 97% At home Work In a store 64% 72% Café or coffee shop 61% 85% On the go Public Transport Restaurant 61% 59% At a social gathering 52% Airport 44% 64% In a store Doctor's office 28% School 16% 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.
  • 10. Allowing Users to Stay Fully Connected Emailing 62% 64% Social Networking Sites 56% Search Engines 53% access the Internet on their smartphones at least Video sharing Sites 21% once a day Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 10 Q9: 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.
  • 11. Smartphone Use is Expected to Increase 35% expect to use their smartphone more to access the Internet in the future Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 11 Q21: Thinking about the next 12 months, what do you expect, how will you be using the internet with your…?
  • 12. Smartphones Have Become so Important to Consumers that … 21% would rather give up TV than their smartphone Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 12 Q52: 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”
  • 13. SMARTPHONES HAVE TRANSFORMED CONSUMER BEHAVIOR Google Confidential and Proprietary 13
  • 14. Smartphones are a Major Access Point for Search 49%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= 957 Google Confidential and Proprietary 14 Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your ... ?
  • 15. Smartphones Inform Our Daily Life 37% Restaurants, Pubs & Bars 29% Travel 16% 60% Product Info Job Offers 16% Apartments, Housing info Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 15 Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
  • 16. Smartphones are a Multi-Activity Portal 85% Emailed (sent or read) 75% Accessed a social network (e.g. updated a status message checked 66% Communication messages or friends' pages) 46% Read news on newspaper or magazine 35% portals Reviewed websites blogs or message 27% boards Stay Informed Browsed the Internet 76% 89% Played games Listened to music 62% 58% Entertainment Watched videos on a video sharing 46% website (e.g. YouTube.com) Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 16 Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
  • 17. App Usage is Ubiquitous 23 apps installed on average 9 apps used in the last 30 days 6 paid apps installed on average Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Q24: 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= 948 Google Confidential and Proprietary 17 Q25: 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?
  • 18. Smartphones Users are Avid Video Watchers 66% watch video 10% 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 18 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 ... ?
  • 19. Smartphone Users are Frequent Social Networkers 80% visit social networks 51% visit at least once a day Base: Private smartphone users who use the internet in Google Confidential and Proprietary 19 general, Smartphone n= 1.000 . Q38: How often do you visit a social network (via websites or apps) on your ... ?
  • 20. Smartphones Are Used While Multi-tasking with Other Media Listen to music 43% Read a book Watch TV 10% 55% 80% Use Watch movies smartphone Use Internet 27% while… 27% Read magazines/ Play video games newspapers 15% 14% Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone, Google Confidential and Proprietary 20 Smartphone n= 804 Q22: When you use the Internet on your smartphone, which if any of the following – do you do at the same time?
  • 21. SMARTPHONES HELP USERS NAVIGATE THE WORLD AROUND THEM Google Confidential and Proprietary 21
  • 22. 85% of smartphone users have looked for local information 81% have taken action as a result Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Q33: 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 22 information on their smartphone, Smartphone n= 851 Q34 Which of the following actions have you taken after having looked up this type of information (business or services close to your location)?
  • 23. Looking for Local Information is a Frequent Smartphone Activity 37% 13% Look for local information at Look for local least once a week information daily Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 23 Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)
  • 24. Local Information Seekers Take Action 54% Looked the business up on a map or got directions to the business or 36% service connected with Called the business or service 35% the business 59% visited the Visited the website of the business or service Visited a business (e.g. store or restaurant) 44% 40% business 12% told others Read or wrote a review about a business or service Recommended a business or service 8% 6% about it to someone else 32% made a purchase Made a purchase from a business in- store Made a puchase from a business online 21% 21% Base: Private smartphone users who use the internet in general and who look at least less than once a month for information on their smartphone, Smartphone n= 851 Google Confidential and Proprietary 24 Q34: Which of the following actions have you taken after having looked up this type of information (business or services close to your location)?
  • 25. SMARTPHONES CHANGE THE WAY CONSUMERS SHOP Google Confidential and Proprietary 25
  • 26. Smartphones Allow Users to Research Products Anytime, Anywhere Place of Search Home 61% 61% At home On the go 34% Work 24% 34% On the go In a store 17% Café or coffee shop 17% 17% Public transport 16% In a store Restaurant 7% 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?
  • 27. 95% have researched a product or service on their phone Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 27 Q51a: And where were you when you researched for products or services with your smartphone?
  • 28. Smartphones are Our Primary Shopping Companions I intentionally have my smartphone with me to compare prices and 24% inform myself about products. I have changed my mind about purchasing a product or service 17% 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 16% 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.
  • 29. Research that Starts on Smartphones Leads to Purchases Across Channels Research on smartphone then purchased 39% then purchased via computer 24% 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.
  • 30. Smartphones Are an Emerging Point of Purchase 31% of smartphone users have purchased a product or service on their smartphone 56% 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 30 buy excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 172 Q45: Have you made a purchase by using your smartphone in the past month?
  • 31. Smartphones Shoppers are Frequent Buyers 56% make mobile purchases at least once a month Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone, Smartphone n= 309 Q47: How frequently do you purchase products or services with your smartphone? Google Confidential and Proprietary 31
  • 32. Mobile Commerce will Continue to Grow 24%expect to make more mobile purchases in the future Base: 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?
  • 33. Barriers to Mobile Commerce Still Exist Would prefer to use a PC/laptop for these services 69% Doesn't feel secure 44% Too complicated 11% Payment is too complex 6% Payment features were not available 4% (no credit card) Too expensive 3% Never heard of these services 2% Other 7% Base: Private smartphone users who use the internet in general and who NOT purchased via internet Google Confidential and Proprietary 33 on their smartphone n= 691 Q46:Why have you not made a purchase using your smartphone?
  • 34. Smartphones Help Advertisers Connect With Their Customers Google Confidential and Proprietary 34
  • 35. Offline Ad Exposure Leads to Mobile Search Ad location 56% 51% TV Shop/business 46% have performed a mobile search after Magazines 41% Posters / Billboards 34% seeing an ad Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 841 Google Confidential and Proprietary 35 Q43a: 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?
  • 36. The First Page of Mobile Search Results is Key 59% 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= 957 Google Confidential and Proprietary 36 Q32: How many search result pages do you look at, when conducting a search with your ... ?
  • 37. 84% of smartphone users notice mobile ads Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 37 Q41: How often do you notice advertising when you are using the browser or an app on your smartphone? (Ever)
  • 38. Mobile Ads Make an Impression Where Mobile Ads Are Noticed 35% While in app While on a website 38% While using a search 35% 38% engine While on a website While in an app 35% 35% While using a While on a retailer website 22% search engine While watching a video 14% 14% White watching While on a video website 12% a video Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n= 841 Google Confidential and Proprietary 38 Q42: Where have you noticed advertising when using your smartphone?
  • 39. Background Google Confidential and Proprietary 39
  • 40. Research Methodology •  In partnership with Ipsos MediaCT, we interviewed a total of 1,000 British 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
  • 41. Demographics Female 45% Gender Male 55% 18-24 Years 19% 25-34 Years 33% Age 35-44 Years 32% 45-54 Years 12% 55+ Years 4% Urban 35% Area Suburban 47% Rural 19% Single 34% Living with partner 20% Marital Married 39% Status Widowed 1% Divorce/separated 7% Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000 Google Confidential and Proprietary 41 S2. Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status?
  • 42. Demographics GCSE/ O-Level/ CSE 17% Vocational qualifications 10% A-Level or equivalent 25% Education Bachelor Degree or equivalent 29% Masters/ PhD or equivalent 13% Others (/ No formal qualifications 4% Still studying 3% Employed (full-time/part-time) 75% Employment Retired 3% Status Unemployed / homemaker Student 8% 14% Below 9.999 GBP 7% 10.000 - 14.999 GBP 7% 15.000 - 19.999 GBP 7% 20.000 - 24.999 GBP 9% 25.000 - 29.999 GBP 8% Income 30.000 - 39.999 GBP 14% 40.000 - 49.999 GBP 13% 50.000 - 74.999 GBP 14% 75.000 GBP or more 9% Don't know/ no answer 12% Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000 D4. 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.?