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Our Mobile Planet:
United States
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 44% of the population and these smartphone owners are becoming increasingly
    reliant on their devices. 66% access the Internet every day on their smartphone and most never
    leave home without it. Implication: Businesses that make mobile a central part of their strategy
    will benefit from the opportunity to engage the new constantly connected consumer.


    Smartphones have transformed consumer behavior. Mobile search, video, app usage, and
    social networking are prolific. Smartphone users are multi-tasking their media with 86% using
    their phone while doing other things such as watching TV (52%). Implication: Extending
    advertising strategies to include mobile and developing integrated cross-media campaigns can
    more effectively reach today’s consumers.


    Smartphones help users navigate the world. Appearing on smartphones is critical for local
    businesses. 94% of smartphone users look for local information on their phone and 90% take
    action a result, such as making a purchase or contacting the business. Implication: Ensuring that
    clickable phone numbers appear in local results and leveraging location based services on mobile
    make it easy for consumers to connect directly with businesses.


    Smartphones have changed the way consumers shop. Smartphones are critical shopping tools
    with 96% having researched a product or service on their device. Smartphone research influences
    buyer decisions and purchases across channels. 35% of smartphone users have made a purchase
    on their phone. Implication: Having a mobile optimized site is critical and a cross-channel strategy
    is needed to engage consumers across the multiple paths to purchase.


    Smartphones help advertisers connect with consumers. Mobile ads are noticed by 89% of
    smartphone users. Smartphones are also a critical component of traditional advertising as 66%
    have performed a search on their smartphone after seeing an offline ad. Implication: Making
    mobile ads a part of an integrated marketing strategy can drive greater consumer engagement.
                                                                                 Google Confidential and Proprietary   2
Understanding the Mobile 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




                                                                    44%               Q1 2012




31%                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




62%
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




80%
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                                        83%



                 97%
                  At home
                                                                                            In a store

                                                                                          Restaurant                                   71%
                                                                                                                                          78%




                                                                                                  Work                                 71%



83%
On the go
                                                                              At a social gathering

                                                                                     Doctor's office
                                                                                                                                  60%

                                                                                                                                56%

                                                                              Café or coffee shop                              50%

                                                                                               Airport                         49%

                          78%
                           In a store
                                                                                   Public Transport                      36%

                                                                                               School                   30%




 Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000                                             Google Confidential and Proprietary   9
 Q16: Where do you use your smartphone? Please select first at which locations you ever use it - even if only seldom.
Allowing Users to Stay Fully Connected




                                                                                                                    Emailing                                         73%




                                      66%
                                                                                                          Search Engines                                        62%




                                                                                              Social Networking Sites                                          60%

                                    access the
                                    Internet on their
                                    smartphones at least                                            Video sharing Sites                             34%
                                    once a 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 …




33%
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


                                                                                                57%search on their
                                                                                                   smartphones
                                                                                                   every day


 Base: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 962   Google Confidential and Proprietary   14
 Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your ... ?
Smartphones Inform Our Daily Life



                                                                                                   50%
                                                                                                   Restaurants, Pubs & Bars


                                                                                                   31%
                                                                                                   Travel

                                                                                                   25%
                                            59%
                                          Product Info
                                                                                                   Job Offers


                                                                                                   18%
                                                                                                   Apartments, Housing 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



                                             83%
                                                                                                     Emailed (sent or read)                               75%

                                                                                       Accessed a social network (e.g.
                                                                                    updated a status message checked                                 64%
                                           Communication                                  messages or friends' pages)




                                             53%
                                                                                Read news on newspaper or magazine
                                                                                                                                          38%
                                                                                                            portals

                                                                                  Reviewed websites blogs or message
                                                                                                                                          37%
                                                                                                              boards
                                               Stay Informed


                                                                                                      Browsed the Internet                               73%




                                             88%                                                               Played games


                                                                                                           Listened to music
                                                                                                                                                     63%


                                                                                                                                                    61%

                                              Entertainment                          Watched videos on a video sharing
                                                                                                                                                 54%
                                                                                           website (e.g. YouTube.com)


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




                                                                                           28                                         apps installed
                                                                                                                                      on average




                                                                                                        11
                                                                                                                                      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= 968              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




                                                                                 76%
                                                                                 watch video




                                                                                 25%
                                                                                 use video at least
                                                                                 once a day

 Base: Private smartphone users who use the internet in general, Smartphone n= 1.000                  Google Confidential and Proprietary
 Q35: How often do you watch videos via websites or apps (e.g. short video clips, videos
       of TV shows, TV movies online, etc.) on your ... ?
Smartphone Users are Frequent
Social Networkers



80%
visit social
networks




55%
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
                                                                                 51%


                                            Read a book                                                          Watch TV
                                                17%                                                                52%



                                                                       86%
                                                                               Use
                                        Watch movies                        smartphone                            Use Internet
                                            34%                               while…                                  43%




                                                                                         Read magazines/
                                                          Play video games                 newspapers
                                                                 28%                            16%



Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone,                Google Confidential and Proprietary   20
Smartphone n= 843 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
94%
                                                                                             of smartphone users
                                                                                             have looked for local
                                                                                             information



                                                                                             90%
                                                                                             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= 935 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




                       58%                                                                                  27%
        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


                                                  70%
                                                                                       Called the business or service                    52%
                                                                               Looked the business up on a map or
                                                                                   got directions to the business or                     50%
                                                   connected with                                            service
                                                     the business




                                                  66%
                                                                                     Visited a business (e.g. store or
                                                                                                                                         50%
                                                                                                          restaurant)
                                                                               Visited the website of the business or
                                                           visited the                                                                  48%
                                                                                                              service
                                                             business



                                                  23%
                                                                                     Read or wrote a review about a
                                                                                                                          15%
                                                                                                business or service
                                                                               Recommended a business or service
                                                          told others                          to someone else
                                                                                                                         13%
                                                             about it




                                                  36%
                                                                               Made a purchase from a business in-
                                                                                                                               26%
                                                                                                            store
                                                                                   Made a puchase from a business
                                                made a purchase                                            online
                                                                                                                            21%




Base:   Private smartphone users who use the internet in general and who look at least less than once a month
for     information on their smartphone, Smartphone n= 935                                                               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                       58%



               58%
                At home
                                                                                         On the go                  43%



                                                                                          In a store          31%



43%
On the go
                                                                                               Work          29%



                                                                                        Restaurant      19%




                       31%
                                                                             At a social gathering     13%


                        In a store
                                                                             Café or coffee shop       12%




 Base: Private smartphone users who use the internet in general, Smartphone n= 1.000                               Google Confidential and Proprietary   26
 Q51a: And where were you when you researched for products or services with your smartphone?
96%
have 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                                                            35%
                                                                     inform myself
                                                                   about products.


                                                          I have changed my
                                                     mind about purchasing
                                                        a product or service                                                                32%
                                              in store as of a result of information
                                                      I gathered using my smartphone.


                                           I have changed my mind about
                                          purchasing a product or service
                                              online as of a result of information I                                                      29%
                                                         gathered using my smartphone.




 Base: Private smartphone users who use the internet in general, Smartphone n= 1.000                                        Google Confidential and Proprietary   28
 Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you
       completely disagree with the statement a "5" means that you completely agree with the statement.
Research that Starts on Smartphones Leads
to Purchases Across Channels
                 Research
       on smartphone

                                                          then purchased


        37%
                                                                                                then purchased
                                                                                                via computer




        32%                                                                              then purchased
                                                                                         it offline




 Base: Private smartphone users who use the internet in general, Smartphone n= 1.000                                                Google Confidential and Proprietary   29
 Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies
 to    you.
Smartphones Are an Emerging Point of Purchase




                                                                                             35%
                                                                                             of smartphone users have
                                                                                             purchased a product or service
                                                                                             on their smartphone




                                                                                             68%
                                                                                             of these smartphone shoppers
                                                                                             have made a purchase
                                                                                             in the past month
 Base:   Private smartphone users who use the internet in general, Smartphone n= 1.000
 Q44:    Have you ever purchased a product or service over the internet on your smartphone? With product or service we mean everything you can      Google Confidential and Proprietary
 buy     excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 354
 Q45:    Have you made a purchase by using your smartphone in the past month?
Smartphones Shoppers are Frequent Buyers




                                                                                                                62% make mobile purchases
                                                                                                                    at least once a month




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




                                                                                       31%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                                                            65%


                                                                    Doesn't feel secure                            38%


                                                                        Too complicated                   12%

                                            Payment features were not available
                                                               (no credit card)                      6%


                                                              Payment is too complex                5%


                                                                           Too expensive            4%


                                                     Never heard of these services                  3%


                                                                                       Other         6%




Base: Private smartphone users who use the internet in general and who NOT purchased via internet               Google Confidential and Proprietary   33
on their smartphone n= 646 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




                          66%                                                                           58%
                                                                                                            TV                        Shop/business
                                                                                                                                             57%




     have performed
 a mobile search after                                                                               Magazines
                                                                                                        48%
                                                                                                                                      Posters / Billboards
                                                                                                                                                 36%
         seeing an ad

Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 888                     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




     61%
only look at the first page
          of results when
   conducting a search on
         their smartphone                                                           1   2   3   4   5   6   7   8   Next




 Base: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 962   Google Confidential and Proprietary   36
 Q32: How many search result pages do you look at, when conducting a search with your ... ?
89%
                                                                              of smartphone users
                                                                              notice mobile 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
            48%
            While in app
                                                                                 While in an app                                       48%


                                                                             While on a website                                       46%

 46%While on a
      website                                                  While using a search engine                                        40%



                     40%
                      While using a
                                                                                  While watching
                                                                                         a video
                                                                                                                          27%

                      search engine
                                                                             While on a retailer
                                                                                       website
                                                                                                                         25%


 27%
White watching
                                                                                While on a video
                                                                                        website
                                                                                                                        19%
       a video




      Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n=888         Google Confidential and Proprietary   38
      Q42: Where have you noticed advertising when using your smartphone?
BACKGROUND




             Google Confidential and Proprietary   39
Research Methodology


•  In partnership with Ipsos MediaCT, we interviewed a total of 1,000
   US online adults (18-64 years of age) who identified themselves as
   using a smartphone to access the Internet
•  The distribution is according to a national representative
   CATI Study
•  A smartphone is defined as “a mobile phone offering advanced
   capabilities, often with PC-like functionality or ability to
   download apps”
•  Respondents were asked a variety of questions around device
   usage, mobile search, video, social, web and commerce behavior
   and mobile advertising
•  Interviews were conducted in Q1 2012


                                                       Google Confidential and Proprietary   40
Demographics


                                                                                              Female                                           51%
                                                             Gender                              Male                                         49%


                                                                                        18-24 Years                    16%
                                                                                        25-34 Years                                 33%

                                                                    Age                 35-44 Years                           24%
                                                                                        45-54 Years                      20%
                                                                                           55+ Years            7%


                                                                                               Urban                                33%
                                                                   Area                    Suburban                                           49%
                                                                                                Rural                  17%


                                                                                               Single                               33%
                                                                                Living with partner                11%
                                                              Marital
                                                                                              Married                                      45%
                                                              Status
                                                                                            Widowed         1%
                                                                                Divorce/separated                 10%




Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000                                                          Google Confidential and Proprietary   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


                                                                                   Grade school or some high school         2%
                                                                                               Completed high school             13%
                                                                                       Some college but did not finish                 24%
                                                       Education                Completed a two year college degree              13%
                                                                                Completed a four year college degree                       34%
                                                                                   Completed a post-graduate degree              14%
                                                                                         such as a Master's or Ph.D.

                                                                                         Employed (full-time/part-time)                                    66%
                                                 Employment                                                       Retired   5%
                                                      Status                                                      Student    10%
                                                                                            Unemployed / homemaker                 19%


                                                                                                Less than 15.000 USD        6%
                                                                                                 15.000 - 24.999 USD         10%
                                                                                                 25.000 - 39.999 USD               18%
                                                                                                 40.000 - 49.999 USD             11%
                                                            Income                               50.000 - 74.999 USD                   24%
                                                                                                 75.000 - 99.999 USD             12%
                                                                                                100.000 USD or more              13%
                                                                                                Don't know/ no answer        7%


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.?

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Understanding the Mobile Consumer

  • 1. Our Mobile Planet: United States 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 44% of the population and these smartphone owners are becoming increasingly reliant on their devices. 66% access the Internet every day on their smartphone and most never leave home without it. Implication: Businesses that make mobile a central part of their strategy will benefit from the opportunity to engage the new constantly connected consumer. Smartphones have transformed consumer behavior. Mobile search, video, app usage, and social networking are prolific. Smartphone users are multi-tasking their media with 86% using their phone while doing other things such as watching TV (52%). Implication: Extending advertising strategies to include mobile and developing integrated cross-media campaigns can more effectively reach today’s consumers. Smartphones help users navigate the world. Appearing on smartphones is critical for local businesses. 94% of smartphone users look for local information on their phone and 90% take action a result, such as making a purchase or contacting the business. Implication: Ensuring that clickable phone numbers appear in local results and leveraging location based services on mobile make it easy for consumers to connect directly with businesses. Smartphones have changed the way consumers shop. Smartphones are critical shopping tools with 96% having researched a product or service on their device. Smartphone research influences buyer decisions and purchases across channels. 35% of smartphone users have made a purchase on their phone. Implication: Having a mobile optimized site is critical and a cross-channel strategy is needed to engage consumers across the multiple paths to purchase. Smartphones help advertisers connect with consumers. Mobile ads are noticed by 89% of smartphone users. Smartphones are also a critical component of traditional advertising as 66% have performed a search on their smartphone after seeing an offline ad. Implication: Making mobile ads a part of an integrated marketing strategy can drive greater consumer engagement. Google Confidential and Proprietary 2
  • 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 44% Q1 2012 31% 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 62% 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 80% 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 83% 97% At home In a store Restaurant 71% 78% Work 71% 83% On the go At a social gathering Doctor's office 60% 56% Café or coffee shop 50% Airport 49% 78% In a store Public Transport 36% School 30% Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 9 Q16: Where do you use your smartphone? Please select first at which locations you ever use it - even if only seldom.
  • 10. Allowing Users to Stay Fully Connected Emailing 73% 66% Search Engines 62% Social Networking Sites 60% access the Internet on their smartphones at least Video sharing Sites 34% once a 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 … 33% 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 57%search on their smartphones every day Base: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 962 Google Confidential and Proprietary 14 Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your ... ?
  • 15. Smartphones Inform Our Daily Life 50% Restaurants, Pubs & Bars 31% Travel 25% 59% Product Info Job Offers 18% 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 83% Emailed (sent or read) 75% Accessed a social network (e.g. updated a status message checked 64% Communication messages or friends' pages) 53% Read news on newspaper or magazine 38% portals Reviewed websites blogs or message 37% boards Stay Informed Browsed the Internet 73% 88% Played games Listened to music 63% 61% Entertainment Watched videos on a video sharing 54% website (e.g. YouTube.com) Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 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 28 apps installed on average 11 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= 968 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 76% watch video 25% use video at least once a day Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary Q35: How often do you watch videos via websites or apps (e.g. short video clips, videos of TV shows, TV movies online, etc.) on your ... ?
  • 19. Smartphone Users are Frequent Social Networkers 80% visit social networks 55% 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 51% Read a book Watch TV 17% 52% 86% Use Watch movies smartphone Use Internet 34% while… 43% Read magazines/ Play video games newspapers 28% 16% Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone, Google Confidential and Proprietary 20 Smartphone n= 843 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. 94% of smartphone users have looked for local information 90% 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= 935 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 58% 27% 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 70% Called the business or service 52% Looked the business up on a map or got directions to the business or 50% connected with service the business 66% Visited a business (e.g. store or 50% restaurant) Visited the website of the business or visited the 48% service business 23% Read or wrote a review about a 15% business or service Recommended a business or service told others to someone else 13% about it 36% Made a purchase from a business in- 26% store Made a puchase from a business made a purchase online 21% Base: Private smartphone users who use the internet in general and who look at least less than once a month for information on their smartphone, Smartphone n= 935 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 58% 58% At home On the go 43% In a store 31% 43% On the go Work 29% Restaurant 19% 31% At a social gathering 13% In a store Café or coffee shop 12% Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 26 Q51a: And where were you when you researched for products or services with your smartphone?
  • 27. 96% 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 35% inform myself about products. I have changed my mind about purchasing a product or service 32% in store as of a result of information I gathered using my smartphone. I have changed my mind about purchasing a product or service online as of a result of information I 29% gathered using my smartphone. Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 28 Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement a "5" means that you completely agree with the statement.
  • 29. Research that Starts on Smartphones Leads to Purchases Across Channels Research on smartphone then purchased 37% then purchased via computer 32% then purchased it offline Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Google Confidential and Proprietary 29 Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you.
  • 30. Smartphones Are an Emerging Point of Purchase 35% of smartphone users have purchased a product or service on their smartphone 68% of these smartphone shoppers have made a purchase in the past month Base: Private smartphone users who use the internet in general, Smartphone n= 1.000 Q44: Have you ever purchased a product or service over the internet on your smartphone? With product or service we mean everything you can Google Confidential and Proprietary buy excluding apps. Base: Private smartphone users who use the internet in general and who purchased via internet on their smartphone n= 354 Q45: Have you made a purchase by using your smartphone in the past month?
  • 31. Smartphones Shoppers are Frequent Buyers 62% 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= 354 Q47: How frequently do you purchase products or services with your smartphone? Google Confidential and Proprietary 31
  • 32. Mobile Commerce will Continue to Grow 31%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 65% Doesn't feel secure 38% Too complicated 12% Payment features were not available (no credit card) 6% Payment is too complex 5% Too expensive 4% Never heard of these services 3% Other 6% Base: Private smartphone users who use the internet in general and who NOT purchased via internet Google Confidential and Proprietary 33 on their smartphone n= 646 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 66% 58% TV Shop/business 57% have performed a mobile search after Magazines 48% Posters / Billboards 36% seeing an ad Base: Private smartphone users who use the internet in general and who at least rarely notice advertising, n= 888 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 61% only look at the first page of results when conducting a search on their smartphone 1 2 3 4 5 6 7 8 Next Base: Private smartphone users who use the internet in general and who are searching via search engine, Smartphone n= 962 Google Confidential and Proprietary 36 Q32: How many search result pages do you look at, when conducting a search with your ... ?
  • 37. 89% 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 48% While in app While in an app 48% While on a website 46% 46%While on a website While using a search engine 40% 40% While using a While watching a video 27% search engine While on a retailer website 25% 27% White watching While on a video website 19% a video Base: Private smartphone users who use the internet in general and who at least rarely notice advertising n=888 Google Confidential and Proprietary 38 Q42: Where have you noticed advertising when using your smartphone?
  • 39. BACKGROUND Google Confidential and Proprietary 39
  • 40. Research Methodology •  In partnership with Ipsos MediaCT, we interviewed a total of 1,000 US online adults (18-64 years of age) who identified themselves as using a smartphone to access the Internet •  The distribution is according to a national representative CATI Study •  A smartphone is defined as “a mobile phone offering advanced capabilities, often with PC-like functionality or ability to download apps” •  Respondents were asked a variety of questions around device usage, mobile search, video, social, web and commerce behavior and mobile advertising •  Interviews were conducted in Q1 2012 Google Confidential and Proprietary 40
  • 41. Demographics Female 51% Gender Male 49% 18-24 Years 16% 25-34 Years 33% Age 35-44 Years 24% 45-54 Years 20% 55+ Years 7% Urban 33% Area Suburban 49% Rural 17% Single 33% Living with partner 11% Marital Married 45% Status Widowed 1% Divorce/separated 10% Base: Private smartphone users who use the Internet in general, wave 2, n= 1.000 Google Confidential and Proprietary 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 Grade school or some high school 2% Completed high school 13% Some college but did not finish 24% Education Completed a two year college degree 13% Completed a four year college degree 34% Completed a post-graduate degree 14% such as a Master's or Ph.D. Employed (full-time/part-time) 66% Employment Retired 5% Status Student 10% Unemployed / homemaker 19% Less than 15.000 USD 6% 15.000 - 24.999 USD 10% 25.000 - 39.999 USD 18% 40.000 - 49.999 USD 11% Income 50.000 - 74.999 USD 24% 75.000 - 99.999 USD 12% 100.000 USD or more 13% Don't know/ no answer 7% 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.?