Google, Ipsos and the MMA (Mobile Marketing Association) recently conducted a study about mobile users and smartphone usage. Here are the top 15 insights for US businesses from that research.
Smartphone Market Penetration
1. 31% of the US population uses a smartphone.
2. 54% of US smartphone users have been using them for less than a year.
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Smartphone Use
3. 34% of smartphone users say they are likely spend more time on their smartphone in the coming year.
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4. 77% of smartphone users use their phone to browse the internet.
5. 60% have used their phone to search for a product.
6. 69% have used their phone to look up directions or map.
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Smartphones and Search
7. 51% of smartphone users report using their phone to search for a local restaurant or bar.
8. 53% of smartphone users report using their phone frequently to conduct searches compared to 79% of desktop users.
9. 61% of smart phone users only look at the first page of search results compared to 26% of desktop users.
10. 36% of desktop users will look at the second page of search results.
*Click on the graph to load a larger version. Local Search
11. Over 50% Of Local Searches On Mobile Devices Result in Follow-up Actions
12. 50% of smartphone users that conduct a local search follow-up with a visit to the business - 50% of them make an in-store purchase.
13. 46% of smartphone users conduct local searches on their phone regularly.
*Click on the graph to load a larger version. 14. 30% of smartphone users report responding to a Mobile Ad by clicking on ad or going to website.
15. 35% of smartphone users rarely or never see a Mobile Ad.
This research clearly reveals the magnitude of this new marketing channel and the opportunity that exists for mobile and local marketing campaigns to influence consumers.
So, is your business ready for the Mobile Local Revolution?