Apr 29, 2011 116 reads by Navneet Kaushal

Google conducted a study titled, “The Mobile Movement: Understanding Smartphone Users” with Ipsos OTX late last year, 2010. The study observed 5,013 adult smartphone Internet users in the US. The study has some interesting findings, according to which a mobile movement seem to be in process. Here's a summation of the research:

General Smartphone Usage

  • 93% of smartphone owners use their devices at home
  • 81% browse the Internet
  • 77% search
  • 68% use an app
  • 48% watch videos on their smartphone
  • 72% use their smartphones while consuming other media
  • 1/3 while watching TV

Smartphone Users are Action-Oriented

  • 77% of smartphone users visit search engines, tailed by social networking, retail and video sharing sites
  • 9 out of 10 smartphone searches result in an action
  • 24% of smartphone searches resulted in recommending a brand or product to others

Search for Local Information

  • 95% of smartphone users have searched for local information
  • 88% of these users take action within a day
  • 77% have contacted a business
  • 61% have called
  • 59% visited the local business

Shopping on Smartphone

  • 79% use their smartphones to help them with shopping
  • 74% of smartphone shoppers end up making a purchase (in-store, online or on their phones)
  • 70% use their smartphones while in the store

Smartphone Users and Ad Response

  • 82% notice mobile ads (especially mobile display ads) and 1/3 notice mobile search ads
  • 71% search on their phones because of an ad exposure
  • Of those, 68% resulted from traditional media, 18% from online ads and 27% from mobile ads
  • 50% of those who see mobile ads take action
  • 35% visited a website
  • 49% made a purchase


The findings suggest the efficiency of mobile advertising. Consumers are increasingly using their phones to search for and act on information. This means you are losing this increasing number of audience if you are not being found via mobile search. As local information search is popular amongst smartphone users, Google suggests that incorporating location based products and services will make it easy for them to reach you. Developing a comprehensive cross-channel strategy to cater to mobile shoppers who use their phones in-store, online and through mobile websites and apps to help them shop. Include mobile advertising in your marketing strategy in such as way as to take advantage of the fact that smartphones owners are using their devices while consuming other media.

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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