SlideShare a Scribd company logo
Global Perspectives:
The Smartphone User & The Mobile Marketer
June 16, 2011



                                            Google Confidential and Proprietary
Agenda



   1   Research Objectives and Methodology

       Understanding Consumer Smartphone
   2   Usage
       Understanding Advertisers’ Mobile
   3   Marketing Strategies & Activities

   4   Key Findings and Implications



                                           Google Confidential and Proprietary   2
Research Objectives



             How are smartphones shaping
                   consumer behavior?
            Where is consumer smartphone
                            usage   headed?
       How are advertisers integrating mobile
            into their marketing    strategy?
        ROI are advertisers achieving on their
     What
  investments in mobile marketing?




                                                 Google Confidential and Proprietary   3
Research Methodology

               Smartphone User                                                     Marketing Decision Maker
                                   Study                                                               Study

•  Online interviews with smartphone                                              •  Telephone interviews with advertisers
   users (ages 18+) in 30 countries.                                                 who sell products and services online.
•  This presentation will focus on the                                              –  Must have involvement in marketing or
   following markets:                                                                  advertising activities on the client side

     –  United States (n=6,000)                                                   •  200 interviews in each of 5 countries:
                                                                                     US, UK, France, Germany and Japan
     –  United Kingdom (n= 2,000)
     –  France (n= 2,000)                                                         •  Data directional in nature
     –  Germany (n= 2,000)                                                        •  Interviews were conducted in
     –  Japan (n= 1,000)
                                                                                     Q1–Q2 2011

•  Interviews were conducted in
   Q1–Q2 2011
•  Data for other countries released over
   next few months

Note: B2C Study commissioned through Ipsos; B2B Study commissioned through TNS.
                                                                                                               Google Confidential and Proprietary   4
Consumer
Smartphone Usage
                   Google Confidential and Proprietary   5
In Key Markets Smartphone Ownership
Is Significant
                                                                30%                     18%




                                                                                                                                   6%
             31%                                       27%




                                                              Smartphone Penetration
                                                                   by Market
Source: Smartphone Enumeration Study (CATi)
Base: Total Respondents (Qualified & Non-Qualified Respondents)                                             Google Confidential and Proprietary   6
Q.      Which, if any, of the following devices do you use?
Note: Smartphone classification was determined by self-reported manufacturer/brand of mobile phone owned.
Users are Accessing The Web Through
Desktop, and Now Mobile
                                                                  Smartphone                         PC
                                                                            75%                81%
                                                                      55%

                                                                                       45%

        78%                                                                                                                         78% 82%
                                                            85%
 58%
                                                      59%




                                             Used Device To Go Online Everyday in
                                                             Past 7 Days
Base:   Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
        Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982).              Google Confidential and Proprietary   7
Q.      Thinking about the last seven days on how many days were you online with ...?
Both Mobile & PC Are Accessed Frequently

                             Used Device Multiple Times Yesterday to Access Internet

                                                                      Smartphone                       PC
                                                                                                                          75%
                           67%                                                             68%                      68%
                                                                                                              62%
                                                           58%
                    53%
                                                    49%                             47%
                                                                                                            42%




Base:   Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
        Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982).                        Google Confidential and Proprietary   8
Q.      Now, thinking about yesterday, how often were you online with your [smartphone or computer]?
Nearly All Users Plan to Maintain or Increase
Online Usage of Their Digital Devices
                 Expected Smartphone & Computer Internet Usage in Next 12 Months

                                                                       Smartphone                        PC

                                                                                           93%                                     94%
                    91%92%                          90%91%
                                                                                                                           92%
                                                                                                                                         88%
                                                                                    86%                             85%




Base:   Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
        Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982).                                       Google Confidential and Proprietary   9
Q.      Thinking about the next 12 months, how will you be using the Internet with your… *Note: “Don’t know/No Answer” excluded.
Search Engines Are a Daily Touchpoint

                                                          Multiple times a day                       Once a day       At least once a day

                                  95%                                37%                      +       16%         =        53%


                                  94%                                34%                      +       15%         =        49%


                                  95%                                34%                      +       14%         =        48%


                                  90%                                24%                      +       15%         =        39%


                                  98%                                52%                      +       19%         =        71%


Base:   Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Q.      Which of the following search engines do you use to search for information on your ... ?                            Google Confidential and Proprietary   10
Base:   Smartphone Users Who Use Search Engines (US: 5968; UK: 1873, FR: 1905; DE: 7197; JP: 985).
Q.      How often do you do searches (via Google Yahoo! Bing etc.) on your ... ?
App Usage Is Prevalent

                                                  Average Number of                                     Average                             Average Apps Used
                                                    Apps Installed                                     Paid Apps                              in Past 30 Days

 United States                                                    23                                            5                                      10

 United Kingdom                                                   23                                            8                                       9

 France                                                           27                                            5                                      11

 Germany                                                          21                                           10                                       9

 Japan                                                            45                                            8                                       9




Base:   Smartphone Users Who Use Apps (US: 5708; UK: 1884; FR: 1959; DE: 1845; JP: 991).
Q.      How many apps do you currently have on your smartphone?                                                                                Google Confidential and Proprietary   11
Q.      And of the apps you currently have installed on your smartphone how many have you purchased for a certain amount in an app store?
Q.      And of the apps you currently have installed on your smartphone, how many have you used actively in the last 30 days?
Smartphone Users Are Avid Video Watchers

                                                               Online Video Consumption

                                                   Smartphone                         PC                      At least once a day


                           92%                              91%                              94%                           91%               89%
                                                             23%                              29%
                                                                                                                                    79%
               73%         34%                                                    72%                                71%   25%
                                                                                                                                              34%
                                                 64%                               12%                               12%
                                                                                                                                    22%
                20%
                                                  13%




Base:   Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
        Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982).                                        Google Confidential and Proprietary   12
Q.      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 [device]…?
Smartphone Users Are Frequent
Social Networkers
                                                                   Social Media Usage

                                                Smartphone                      PC             At least once a day


                         87%                            85%                            83%              82%
               78%                           76%                            72%
                                                                                                  66%
                                                                                                        46%
                                                                                                                     57% 59%
                          58%                            54%
                49%                            46%                                      56%
                                                                              41%                 29%

                                                                                                                     35%       34%




Base:   Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
        Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982).                         Google Confidential and Proprietary   13
Q.      How often do you visit a social network (via websites or apps) on your…?
Smartphone Users Are Local
Information Seekers
                                                                  81%                      85%
                                                                                                                                            90%


             90%                                        83%




                                                                 Used Device To Access
                                                    Local Information
Base:   Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Q.      How often do you look for information about local businesses or services on your smartphone? Think about any   Google Confidential and Proprietary   14
        information you may access in your immediate location, in your home area, while traveling, etc.
…And, These Local Information Seekers
Take Action
                             Have Taken Action After Looking Up Local Content

                         87%
                                                        80%                            83%                       80%
                                                                                                         79%




Base:   Smartphone Users Who Access Local Content (US: 5395; UK: 1620, FR: 1657; DE: 1694; JP: 902).
Q.      Which of the following actions have you taken after having looked up this type of information?         Google Confidential and Proprietary   15
Actions Triggered by Local Search
Are Wide Ranging
                         Top Actions Taken After Looking up Local Information

                                                                                                     Visited a
                                                                                                     business


             Looked up
            business or                                                                                          Called a
           service on a                                                                                          business
               map/got                                                                                           or service
              directions

                                                                                                                 Visited the
              Made a
                                                                                                                 website of a
             purchase
                                                                                                                 business or service




Base:   Smartphone Users Who Access Local Content (US: 5395; UK: 1620, FR: 1657; DE: 1694; JP: 902).
Q.      Which of the following actions have you taken after having looked up this type of information?              Google Confidential and Proprietary   16
The Smartphone Is a Consumer’s Always-on
Companion…Especially While Shopping
                                                        Use Smartphone in a Store

                        82%                                                   82%
                                                                                            75%
                                                      68%
                                                                                    65%




Base:   Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Q.      Where do you use your smartphone?                                                 Google Confidential and Proprietary   17
Mobile is an Emerging Point of Purchase

                                                   Have Purchased on Smartphone


                                                                                             45%
        29%
                                      28%                                                28%

                                                               17%



Base:   Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
Q.      Have you ever purchased a product or service over the Internet on your smartphone?         Google Confidential and Proprietary   18
Preference For Computer and Concerns of
   Security Are Main Barriers to Mobile Purchasing

                                      Reasons for Not Purchasing on Smartphone

      Users who have not
purchased on smartphone               71%                           72%                          83%                    72%                  55%

                   Prefer to                        65%                           69%                           74%             69%                         69%
            use a PC/laptop



                 Doesn't feel
                                              37%                          34%                         26%                21%                      24%
                     secure


                         Too
                 complicated             12%                           9%                           10%                  12%                   5%




   Base:   Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000).
   Base:   Smartphone Users Who Have Not Made a Purchase on Device (US: 4444; UK: 1559, FR: 1653; DE: 1442; JP: 554).           Google Confidential and Proprietary   19
   Q.      Why have you not made a purchase using your smartphone?
Advertisers’ Mobile
Strategies & Activities
                          Google Confidential and Proprietary   20
Mobile Site Optimization Varies Widely
Throughout the Globe

                                              33 %                                                  Respondents’ Top Reasons for
                                                                                                     Building Mobile Ready Sites


                                              17 %                                              •  Get new customers
                                                                                                •  Increase branding presence to all
                                                                                                   touchpoints

                                              12%                                               •  Increase traffic on mobile website
                                                                                                •  Stimulate users during the pre-
                                                                                                   purchase and research phase

                                              37%                                               •  Increase traffic on stationary
                                                                                                   website


                                              43 %
Base:   Advertisers (US: 200; UK: 200, FR: 200; DE: 200; JP:200).
Q.      Does your company have a mobile optimized website? Mobile optimized means a website that is formatted or developed specifically to
        be used on a mobile device.
                                                                                                                                             Google Confidential and Proprietary   21
Base:   Advertisers Who Have Mobile Optimized Website (US: 65; UK*: 34, FR*: 23; DE: 73; JP:85). *Caution: Small base size.
Q.      What is your primary goal your company seeks to achieve with its mobile optimized website?
Note:   In Japan, 80%+ also reported “Increase purchase online” and “Have a better presence after a sale” as goals.
Fewer Than 1 in 3 Advertisers Have an App


                                              19 %                                                 Respondents’ Reasons for
                                                                                                        Having an App

                                              15 %                                              •  Communicate with clients
                                                                                                •  Generate leads
                                                                                                •  New business model
                                              18%
                                              26%
                                              10 %

Base:   Advertisers (US: 200; UK: 200, FR: 200; DE: 200; JP: 200).
Q.      Does your company have an apps that B2C or B2B clients can download?                                        Google Confidential and Proprietary   22
Base:   Advertisers Who Have Apps (US: 38; UK: 30, FR: 35; DE: 52; JP: 19). *Caution: Small base sizes.
Q.      What is your intention behind having an app?
Reasons For and Against Investing in Mobile

         Respondents’ Reasons                                                   Respondents’ Reasons for
         for Investing in Mobile                                                 Not Investing in Mobile
  •  More consumers have access to                                              •  Limited advertising budget (55%)
     smartphones (78%)
                                                                                •  No mobile optimized website (48%)
  •  Ability to target certain
     demographics based on                                                      •  Unsure of how mobile advertising
     devices (61%)                                                                 can work for my business (46%)

  •  Attractive ad formats (42%)                                                •  Not sure about ROI (41%)




Base:   Advertisers Who Are Familiar with Company’s Mobile Initiatives (664).
Q.      What are your drivers to investing in mobile advertising                                     Google Confidential and Proprietary   23
Base:   Advertisers Who Do not Invest in Mobile Advertising (191).
Q.      Why have you never tried mobile advertising?
Alignment With Other
Marketing Activities
                                                                Closely Aligned                         Slightly Aligned

                                                                                                                           62%
                      57%                                                                                                                         59%
                                                        55%                              55%
                                                                                                                              27%                   21%
                         28%                                                                25%
                                                          35%




                                                                                                                              35%                   38%
                         29%                                                                30%
                                                          20%




Base:   Advertisers (US: 200; UK: 200, FR: 200; DE: 200; JP: 200).
Q.      Now I would like you to think about mobile in the context of your total marketing strategy. How is the mobile strategy aligned with the   Google Confidential and Proprietary   24
        other marketing activities?
Mobile Commerce Strategy Primarily
Targets Upper Funnel Activities
                                                                          Mobile Advertisers focus is to
                                                                           target consumers in the...



                                                                                     65%
                                                                       Research phase, right at the very beginning of
                                                                                  the shopping process



                                                                                      48%
                                                                             Comparison phase, in the middle
                                                                                of the shopping process



                                                                                      45%
                                                                                    Purchase phase, at
                                                                                    the very end of the
                                                                                     shopping process




                                                                                     38%
                                                                                Post-purchase phase
Base:   Total Advertisers Who Do Mobile Advertising Currently (325).
Q.      What is the main focus of your mobile commerce strategy?                                                        Google Confidential and Proprietary   25
Q.      Is there any other focus of your mobile commerce strategy?
Few Marketers Quantify the Impact of Mobile
Marketing on In-Store Sales




    26%                                        7%                                    8%                             16%           16%




Base:   Advertisers Who Have Retail Stores(US: 46; UK*: 28; FR*: 37; DE: 56; JP: 44). *Caution: Small base sizes.
Q.      Have you quantified the impact of mobile advertising on in-store sales?                                           Google Confidential and Proprietary   26
Key Findings and Implications

•  While mobile use is prevalent and on an upward trajectory, its growth
   is not at the expense of computer Internet use.
•  Smartphone users have a high incidence of search, video viewing,
   and local information seeking.
•  Japanese smartphone users are unique. They are active smartphone
   users and may represent a window into the future of smartphone use
   in other countries.
•  Businesses seem to be lagging behind the consumer in terms of use/
   support of mobile. This represents a significant opportunity.
•  Barriers to further growth in mobile marketing seem to be easily
   addressed.
•  While the mobile revolution is moving at different speeds across the
   globe, it is evident everywhere.


                                                          Google Confidential and Proprietary   27
Thank you
For more information, contact the Google
mobile team or your MMA representative




                                           Google Confidential and Proprietary   28

More Related Content

What's hot

ICLP & Loyalty 360 Webinar
ICLP & Loyalty 360 WebinarICLP & Loyalty 360 Webinar
ICLP & Loyalty 360 Webinar
ICLP_Loyalty
 
Consumer Connected Study 2014 - Results for Portugal - Google
Consumer Connected Study 2014 - Results for Portugal - GoogleConsumer Connected Study 2014 - Results for Portugal - Google
Consumer Connected Study 2014 - Results for Portugal - Google
Pedro Simões 007
 
Australia smartphone penetration rate (2012)
Australia smartphone penetration rate (2012) Australia smartphone penetration rate (2012)
Australia smartphone penetration rate (2012)
Kevin Kim
 
OPA Portrait od Smartphone User Août 2012
OPA Portrait od Smartphone User Août 2012OPA Portrait od Smartphone User Août 2012
OPA Portrait od Smartphone User Août 2012
François Avril
 
Portrait of a tablet user - MMF OPA - Wave 2 - Juin 2012
Portrait of a tablet user - MMF OPA - Wave 2 - Juin 2012Portrait of a tablet user - MMF OPA - Wave 2 - Juin 2012
Portrait of a tablet user - MMF OPA - Wave 2 - Juin 2012
François Avril
 
Présentation 2nd screen_public
Présentation 2nd screen_publicPrésentation 2nd screen_public
Présentation 2nd screen_public
PLINKERS VideoSync Marketing Solutions
 
2011 pop cap_mobile_phone_games_presentation
2011 pop cap_mobile_phone_games_presentation2011 pop cap_mobile_phone_games_presentation
2011 pop cap_mobile_phone_games_presentation
Marketingfacts
 
Google 2013-my-en-mobile planet
Google 2013-my-en-mobile planetGoogle 2013-my-en-mobile planet
Google 2013-my-en-mobile planet
Sook Yen Wong
 

What's hot (8)

ICLP & Loyalty 360 Webinar
ICLP & Loyalty 360 WebinarICLP & Loyalty 360 Webinar
ICLP & Loyalty 360 Webinar
 
Consumer Connected Study 2014 - Results for Portugal - Google
Consumer Connected Study 2014 - Results for Portugal - GoogleConsumer Connected Study 2014 - Results for Portugal - Google
Consumer Connected Study 2014 - Results for Portugal - Google
 
Australia smartphone penetration rate (2012)
Australia smartphone penetration rate (2012) Australia smartphone penetration rate (2012)
Australia smartphone penetration rate (2012)
 
OPA Portrait od Smartphone User Août 2012
OPA Portrait od Smartphone User Août 2012OPA Portrait od Smartphone User Août 2012
OPA Portrait od Smartphone User Août 2012
 
Portrait of a tablet user - MMF OPA - Wave 2 - Juin 2012
Portrait of a tablet user - MMF OPA - Wave 2 - Juin 2012Portrait of a tablet user - MMF OPA - Wave 2 - Juin 2012
Portrait of a tablet user - MMF OPA - Wave 2 - Juin 2012
 
Présentation 2nd screen_public
Présentation 2nd screen_publicPrésentation 2nd screen_public
Présentation 2nd screen_public
 
2011 pop cap_mobile_phone_games_presentation
2011 pop cap_mobile_phone_games_presentation2011 pop cap_mobile_phone_games_presentation
2011 pop cap_mobile_phone_games_presentation
 
Google 2013-my-en-mobile planet
Google 2013-my-en-mobile planetGoogle 2013-my-en-mobile planet
Google 2013-my-en-mobile planet
 

Similar to Global Perspective: The Smartphone User & The Mobile Marketer

Mobile Marketing USA
Mobile Marketing USAMobile Marketing USA
Mobile Marketing USA
Vasco Marques
 
our_mobile_planet_us_en
our_mobile_planet_us_enour_mobile_planet_us_en
our_mobile_planet_us_en
Wu Nengyong
 
Статистика використання смартфонів від Google
Статистика використання смартфонів від GoogleСтатистика використання смартфонів від Google
Статистика використання смартфонів від Google
Діма Леонов
 
Our mobile planet_us_en
Our mobile planet_us_enOur mobile planet_us_en
Our mobile planet_us_en
Profusion Concepts
 
GfK NIS and nurago: Measuring Digital Consumer Journeys
GfK NIS and nurago: Measuring Digital Consumer JourneysGfK NIS and nurago: Measuring Digital Consumer Journeys
GfK NIS and nurago: Measuring Digital Consumer Journeys
nurago
 
Mobile planet canada
Mobile planet canadaMobile planet canada
Mobile planet canada
syaiham
 
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
Local Social Summit
 
Mobile Marketing UK
Mobile Marketing UKMobile Marketing UK
Mobile Marketing UK
Vasco Marques
 
Our mobile planet_australia_en
Our mobile planet_australia_enOur mobile planet_australia_en
Our mobile planet_australia_en
Robert Trebor
 
Measuring Digital Consumer Journeys
Measuring Digital Consumer JourneysMeasuring Digital Consumer Journeys
Measuring Digital Consumer Journeys
Connected-Blog
 
2011 The Smartphone User & The Mobile Marketer
2011 The Smartphone User & The Mobile Marketer2011 The Smartphone User & The Mobile Marketer
2011 The Smartphone User & The Mobile Marketer
Pim Piepers
 
Mobile Marketing China
Mobile Marketing ChinaMobile Marketing China
Mobile Marketing China
Vasco Marques
 
Google Mobile Report 2013 (Philippines)
Google Mobile Report 2013 (Philippines)Google Mobile Report 2013 (Philippines)
Google Mobile Report 2013 (Philippines)
Techglimpse
 
The Acceleration of Everything - Daniel Cintra, Google
The Acceleration of Everything - Daniel Cintra, GoogleThe Acceleration of Everything - Daniel Cintra, Google
The Acceleration of Everything - Daniel Cintra, Google
el_chambers
 
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
Hai Dongkixot
 
Google Mobile Planet Vietnam Research 2013
Google Mobile Planet Vietnam Research 2013Google Mobile Planet Vietnam Research 2013
Google Mobile Planet Vietnam Research 2013
Nguyen Tung
 
MMA 2013_Understanding mobile consumers
MMA 2013_Understanding mobile consumersMMA 2013_Understanding mobile consumers
MMA 2013_Understanding mobile consumers
Hoàng Hường
 
Mobile marketing china
Mobile marketing chinaMobile marketing china
Mobile marketing china
Digital Marketing
 
Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013
Hugh Vu
 
Retail Tech Adoption
Retail Tech AdoptionRetail Tech Adoption
Retail Tech Adoption
CompTIA
 

Similar to Global Perspective: The Smartphone User & The Mobile Marketer (20)

Mobile Marketing USA
Mobile Marketing USAMobile Marketing USA
Mobile Marketing USA
 
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
 
GfK NIS and nurago: Measuring Digital Consumer Journeys
GfK NIS and nurago: Measuring Digital Consumer JourneysGfK NIS and nurago: Measuring Digital Consumer Journeys
GfK NIS and nurago: Measuring Digital Consumer Journeys
 
Mobile planet canada
Mobile planet canadaMobile planet canada
Mobile planet canada
 
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
 
Mobile Marketing UK
Mobile Marketing UKMobile Marketing UK
Mobile Marketing UK
 
Our mobile planet_australia_en
Our mobile planet_australia_enOur mobile planet_australia_en
Our mobile planet_australia_en
 
Measuring Digital Consumer Journeys
Measuring Digital Consumer JourneysMeasuring Digital Consumer Journeys
Measuring Digital Consumer Journeys
 
2011 The Smartphone User & The Mobile Marketer
2011 The Smartphone User & The Mobile Marketer2011 The Smartphone User & The Mobile Marketer
2011 The Smartphone User & The Mobile Marketer
 
Mobile Marketing China
Mobile Marketing ChinaMobile Marketing China
Mobile Marketing China
 
Google Mobile Report 2013 (Philippines)
Google Mobile Report 2013 (Philippines)Google Mobile Report 2013 (Philippines)
Google Mobile Report 2013 (Philippines)
 
The Acceleration of Everything - Daniel Cintra, Google
The Acceleration of Everything - Daniel Cintra, GoogleThe Acceleration of Everything - Daniel Cintra, Google
The Acceleration of Everything - Daniel Cintra, Google
 
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
 
Google Mobile Planet Vietnam Research 2013
Google Mobile Planet Vietnam Research 2013Google Mobile Planet Vietnam Research 2013
Google Mobile Planet Vietnam Research 2013
 
MMA 2013_Understanding mobile consumers
MMA 2013_Understanding mobile consumersMMA 2013_Understanding mobile consumers
MMA 2013_Understanding mobile consumers
 
Mobile marketing china
Mobile marketing chinaMobile marketing china
Mobile marketing china
 
Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013Our Mobile Planet: Australia 2013
Our Mobile Planet: Australia 2013
 
Retail Tech Adoption
Retail Tech AdoptionRetail Tech Adoption
Retail Tech Adoption
 

Recently uploaded

The Role of IoT in Australian Mobile App Development - PDF Guide
The Role of IoT in Australian Mobile App Development - PDF GuideThe Role of IoT in Australian Mobile App Development - PDF Guide
The Role of IoT in Australian Mobile App Development - PDF Guide
Shiv Technolabs
 
Vulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive OverviewVulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive Overview
Steven Carlson
 
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
aslasdfmkhan4750
 
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Torry Harris
 
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
bhumivarma35300
 
Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptxIntroduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
313mohammedarshad
 
find out more about the role of autonomous vehicles in facing global challenges
find out more about the role of autonomous vehicles in facing global challengesfind out more about the role of autonomous vehicles in facing global challenges
find out more about the role of autonomous vehicles in facing global challenges
huseindihon
 
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes..."Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
Anant Gupta
 
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSECHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
kumarjarun2010
 
WhatsApp Spy Online Trackers and Monitoring Apps
WhatsApp Spy Online Trackers and Monitoring AppsWhatsApp Spy Online Trackers and Monitoring Apps
WhatsApp Spy Online Trackers and Monitoring Apps
HackersList
 
Using LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and MilvusUsing LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and Milvus
Zilliz
 
IPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite SolutionIPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite Solution
IPLOOK Networks
 
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdfAcumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
BrainSell Technologies
 
Figma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdfFigma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdf
Management Institute of Skills Development
 
Pigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending PlantPigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending Plant
LINUS PROJECTS (INDIA)
 
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Muhammad Ali
 
CiscoIconsLibrary cours de réseau VLAN.ppt
CiscoIconsLibrary cours de réseau VLAN.pptCiscoIconsLibrary cours de réseau VLAN.ppt
CiscoIconsLibrary cours de réseau VLAN.ppt
moinahousna
 
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and DisadvantagesBLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
SAI KAILASH R
 
Vertex AI Agent Builder - GDG Alicante - Julio 2024
Vertex AI Agent Builder - GDG Alicante - Julio 2024Vertex AI Agent Builder - GDG Alicante - Julio 2024
Vertex AI Agent Builder - GDG Alicante - Julio 2024
Nicolás Lopéz
 
How Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdfHow Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdf
HackersList
 

Recently uploaded (20)

The Role of IoT in Australian Mobile App Development - PDF Guide
The Role of IoT in Australian Mobile App Development - PDF GuideThe Role of IoT in Australian Mobile App Development - PDF Guide
The Role of IoT in Australian Mobile App Development - PDF Guide
 
Vulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive OverviewVulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive Overview
 
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
High Profile Girls Call ServiCe Hyderabad 0000000000 Tanisha Best High Class ...
 
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...Evolution of iPaaS - simplify IT workloads to provide a unified view of  data...
Evolution of iPaaS - simplify IT workloads to provide a unified view of data...
 
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
High Profile Girls call Service Pune 000XX00000 Provide Best And Top Girl Ser...
 
Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptxIntroduction-to-the-IAM-Platform-Implementation-Plan.pptx
Introduction-to-the-IAM-Platform-Implementation-Plan.pptx
 
find out more about the role of autonomous vehicles in facing global challenges
find out more about the role of autonomous vehicles in facing global challengesfind out more about the role of autonomous vehicles in facing global challenges
find out more about the role of autonomous vehicles in facing global challenges
 
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes..."Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
 
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSECHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
 
WhatsApp Spy Online Trackers and Monitoring Apps
WhatsApp Spy Online Trackers and Monitoring AppsWhatsApp Spy Online Trackers and Monitoring Apps
WhatsApp Spy Online Trackers and Monitoring Apps
 
Using LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and MilvusUsing LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and Milvus
 
IPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite SolutionIPLOOK Remote-Sensing Satellite Solution
IPLOOK Remote-Sensing Satellite Solution
 
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdfAcumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
 
Figma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdfFigma AI Design Generator_ In-Depth Review.pdf
Figma AI Design Generator_ In-Depth Review.pdf
 
Pigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending PlantPigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending Plant
 
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
 
CiscoIconsLibrary cours de réseau VLAN.ppt
CiscoIconsLibrary cours de réseau VLAN.pptCiscoIconsLibrary cours de réseau VLAN.ppt
CiscoIconsLibrary cours de réseau VLAN.ppt
 
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and DisadvantagesBLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
 
Vertex AI Agent Builder - GDG Alicante - Julio 2024
Vertex AI Agent Builder - GDG Alicante - Julio 2024Vertex AI Agent Builder - GDG Alicante - Julio 2024
Vertex AI Agent Builder - GDG Alicante - Julio 2024
 
How Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdfHow Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdf
 

Global Perspective: The Smartphone User & The Mobile Marketer

  • 1. Global Perspectives: The Smartphone User & The Mobile Marketer June 16, 2011 Google Confidential and Proprietary
  • 2. Agenda 1 Research Objectives and Methodology Understanding Consumer Smartphone 2 Usage Understanding Advertisers’ Mobile 3 Marketing Strategies & Activities 4 Key Findings and Implications Google Confidential and Proprietary 2
  • 3. Research Objectives How are smartphones shaping consumer behavior? Where is consumer smartphone usage headed? How are advertisers integrating mobile into their marketing strategy? ROI are advertisers achieving on their What investments in mobile marketing? Google Confidential and Proprietary 3
  • 4. Research Methodology Smartphone User Marketing Decision Maker Study Study •  Online interviews with smartphone •  Telephone interviews with advertisers users (ages 18+) in 30 countries. who sell products and services online. •  This presentation will focus on the –  Must have involvement in marketing or following markets: advertising activities on the client side –  United States (n=6,000) •  200 interviews in each of 5 countries: US, UK, France, Germany and Japan –  United Kingdom (n= 2,000) –  France (n= 2,000) •  Data directional in nature –  Germany (n= 2,000) •  Interviews were conducted in –  Japan (n= 1,000) Q1–Q2 2011 •  Interviews were conducted in Q1–Q2 2011 •  Data for other countries released over next few months Note: B2C Study commissioned through Ipsos; B2B Study commissioned through TNS. Google Confidential and Proprietary 4
  • 5. Consumer Smartphone Usage Google Confidential and Proprietary 5
  • 6. In Key Markets Smartphone Ownership Is Significant 30% 18% 6% 31% 27% Smartphone Penetration by Market Source: Smartphone Enumeration Study (CATi) Base: Total Respondents (Qualified & Non-Qualified Respondents) Google Confidential and Proprietary 6 Q. Which, if any, of the following devices do you use? Note: Smartphone classification was determined by self-reported manufacturer/brand of mobile phone owned.
  • 7. Users are Accessing The Web Through Desktop, and Now Mobile Smartphone PC 75% 81% 55% 45% 78% 78% 82% 85% 58% 59% Used Device To Go Online Everyday in Past 7 Days Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000). Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982). Google Confidential and Proprietary 7 Q. Thinking about the last seven days on how many days were you online with ...?
  • 8. Both Mobile & PC Are Accessed Frequently Used Device Multiple Times Yesterday to Access Internet Smartphone PC 75% 67% 68% 68% 62% 58% 53% 49% 47% 42% Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000). Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982). Google Confidential and Proprietary 8 Q.  Now, thinking about yesterday, how often were you online with your [smartphone or computer]?
  • 9. Nearly All Users Plan to Maintain or Increase Online Usage of Their Digital Devices Expected Smartphone & Computer Internet Usage in Next 12 Months Smartphone PC 93% 94% 91%92% 90%91% 92% 88% 86% 85% Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000). Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982). Google Confidential and Proprietary 9 Q. Thinking about the next 12 months, how will you be using the Internet with your… *Note: “Don’t know/No Answer” excluded.
  • 10. Search Engines Are a Daily Touchpoint Multiple times a day Once a day At least once a day 95% 37% + 16% = 53% 94% 34% + 15% = 49% 95% 34% + 14% = 48% 90% 24% + 15% = 39% 98% 52% + 19% = 71% Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000). Q.  Which of the following search engines do you use to search for information on your ... ? Google Confidential and Proprietary 10 Base: Smartphone Users Who Use Search Engines (US: 5968; UK: 1873, FR: 1905; DE: 7197; JP: 985). Q. How often do you do searches (via Google Yahoo! Bing etc.) on your ... ?
  • 11. App Usage Is Prevalent Average Number of Average Average Apps Used Apps Installed Paid Apps in Past 30 Days United States 23 5 10 United Kingdom 23 8 9 France 27 5 11 Germany 21 10 9 Japan 45 8 9 Base: Smartphone Users Who Use Apps (US: 5708; UK: 1884; FR: 1959; DE: 1845; JP: 991). Q. How many apps do you currently have on your smartphone? Google Confidential and Proprietary 11 Q. And of the apps you currently have installed on your smartphone how many have you purchased for a certain amount in an app store? Q. And of the apps you currently have installed on your smartphone, how many have you used actively in the last 30 days?
  • 12. Smartphone Users Are Avid Video Watchers Online Video Consumption Smartphone PC At least once a day 92% 91% 94% 91% 89% 23% 29% 79% 73% 34% 72% 71% 25% 34% 64% 12% 12% 22% 20% 13% Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000). Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982). Google Confidential and Proprietary 12 Q. 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 [device]…?
  • 13. Smartphone Users Are Frequent Social Networkers Social Media Usage Smartphone PC At least once a day 87% 85% 83% 82% 78% 76% 72% 66% 46% 57% 59% 58% 54% 49% 46% 56% 41% 29% 35% 34% Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000). Smartphone Users Who Use Computer (US: 5905; UK: 1983; FR: 1984; DE: 1983; JP: 982). Google Confidential and Proprietary 13 Q. How often do you visit a social network (via websites or apps) on your…?
  • 14. Smartphone Users Are Local Information Seekers 81% 85% 90% 90% 83% Used Device To Access Local Information Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000). Q. How often do you look for information about local businesses or services on your smartphone? Think about any Google Confidential and Proprietary 14 information you may access in your immediate location, in your home area, while traveling, etc.
  • 15. …And, These Local Information Seekers Take Action Have Taken Action After Looking Up Local Content 87% 80% 83% 80% 79% Base: Smartphone Users Who Access Local Content (US: 5395; UK: 1620, FR: 1657; DE: 1694; JP: 902). Q. Which of the following actions have you taken after having looked up this type of information? Google Confidential and Proprietary 15
  • 16. Actions Triggered by Local Search Are Wide Ranging Top Actions Taken After Looking up Local Information Visited a business Looked up business or Called a service on a business map/got or service directions Visited the Made a website of a purchase business or service Base: Smartphone Users Who Access Local Content (US: 5395; UK: 1620, FR: 1657; DE: 1694; JP: 902). Q. Which of the following actions have you taken after having looked up this type of information? Google Confidential and Proprietary 16
  • 17. The Smartphone Is a Consumer’s Always-on Companion…Especially While Shopping Use Smartphone in a Store 82% 82% 75% 68% 65% Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000). Q. Where do you use your smartphone? Google Confidential and Proprietary 17
  • 18. Mobile is an Emerging Point of Purchase Have Purchased on Smartphone 45% 29% 28% 28% 17% Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000). Q. Have you ever purchased a product or service over the Internet on your smartphone? Google Confidential and Proprietary 18
  • 19. Preference For Computer and Concerns of Security Are Main Barriers to Mobile Purchasing Reasons for Not Purchasing on Smartphone Users who have not purchased on smartphone 71% 72% 83% 72% 55% Prefer to 65% 69% 74% 69% 69% use a PC/laptop Doesn't feel 37% 34% 26% 21% 24% secure Too complicated 12% 9% 10% 12% 5% Base: Smartphone Users (US: 6000; UK: 2000, FR: 2000; DE: 2000; JP:1000). Base: Smartphone Users Who Have Not Made a Purchase on Device (US: 4444; UK: 1559, FR: 1653; DE: 1442; JP: 554). Google Confidential and Proprietary 19 Q. Why have you not made a purchase using your smartphone?
  • 20. Advertisers’ Mobile Strategies & Activities Google Confidential and Proprietary 20
  • 21. Mobile Site Optimization Varies Widely Throughout the Globe 33 % Respondents’ Top Reasons for Building Mobile Ready Sites 17 % •  Get new customers •  Increase branding presence to all touchpoints 12% •  Increase traffic on mobile website •  Stimulate users during the pre- purchase and research phase 37% •  Increase traffic on stationary website 43 % Base: Advertisers (US: 200; UK: 200, FR: 200; DE: 200; JP:200). Q.  Does your company have a mobile optimized website? Mobile optimized means a website that is formatted or developed specifically to be used on a mobile device. Google Confidential and Proprietary 21 Base: Advertisers Who Have Mobile Optimized Website (US: 65; UK*: 34, FR*: 23; DE: 73; JP:85). *Caution: Small base size. Q. What is your primary goal your company seeks to achieve with its mobile optimized website? Note: In Japan, 80%+ also reported “Increase purchase online” and “Have a better presence after a sale” as goals.
  • 22. Fewer Than 1 in 3 Advertisers Have an App 19 % Respondents’ Reasons for Having an App 15 % •  Communicate with clients •  Generate leads •  New business model 18% 26% 10 % Base: Advertisers (US: 200; UK: 200, FR: 200; DE: 200; JP: 200). Q. Does your company have an apps that B2C or B2B clients can download? Google Confidential and Proprietary 22 Base: Advertisers Who Have Apps (US: 38; UK: 30, FR: 35; DE: 52; JP: 19). *Caution: Small base sizes. Q. What is your intention behind having an app?
  • 23. Reasons For and Against Investing in Mobile Respondents’ Reasons Respondents’ Reasons for for Investing in Mobile Not Investing in Mobile •  More consumers have access to •  Limited advertising budget (55%) smartphones (78%) •  No mobile optimized website (48%) •  Ability to target certain demographics based on •  Unsure of how mobile advertising devices (61%) can work for my business (46%) •  Attractive ad formats (42%) •  Not sure about ROI (41%) Base: Advertisers Who Are Familiar with Company’s Mobile Initiatives (664). Q. What are your drivers to investing in mobile advertising Google Confidential and Proprietary 23 Base: Advertisers Who Do not Invest in Mobile Advertising (191). Q. Why have you never tried mobile advertising?
  • 24. Alignment With Other Marketing Activities Closely Aligned Slightly Aligned 62% 57% 59% 55% 55% 27% 21% 28% 25% 35% 35% 38% 29% 30% 20% Base: Advertisers (US: 200; UK: 200, FR: 200; DE: 200; JP: 200). Q. Now I would like you to think about mobile in the context of your total marketing strategy. How is the mobile strategy aligned with the Google Confidential and Proprietary 24 other marketing activities?
  • 25. Mobile Commerce Strategy Primarily Targets Upper Funnel Activities Mobile Advertisers focus is to target consumers in the... 65% Research phase, right at the very beginning of the shopping process 48% Comparison phase, in the middle of the shopping process 45% Purchase phase, at the very end of the shopping process 38% Post-purchase phase Base: Total Advertisers Who Do Mobile Advertising Currently (325). Q. What is the main focus of your mobile commerce strategy? Google Confidential and Proprietary 25 Q. Is there any other focus of your mobile commerce strategy?
  • 26. Few Marketers Quantify the Impact of Mobile Marketing on In-Store Sales 26% 7% 8% 16% 16% Base: Advertisers Who Have Retail Stores(US: 46; UK*: 28; FR*: 37; DE: 56; JP: 44). *Caution: Small base sizes. Q. Have you quantified the impact of mobile advertising on in-store sales? Google Confidential and Proprietary 26
  • 27. Key Findings and Implications •  While mobile use is prevalent and on an upward trajectory, its growth is not at the expense of computer Internet use. •  Smartphone users have a high incidence of search, video viewing, and local information seeking. •  Japanese smartphone users are unique. They are active smartphone users and may represent a window into the future of smartphone use in other countries. •  Businesses seem to be lagging behind the consumer in terms of use/ support of mobile. This represents a significant opportunity. •  Barriers to further growth in mobile marketing seem to be easily addressed. •  While the mobile revolution is moving at different speeds across the globe, it is evident everywhere. Google Confidential and Proprietary 27
  • 28. Thank you For more information, contact the Google mobile team or your MMA representative Google Confidential and Proprietary 28