Advertising

Mobile & Social Usage Stats

MOBILE USAGE

  • 303 million Americans reported that they own a mobile device (CTIA)
  • 96% of the U.S. Population owns a wireless device (CTIA)
  • 26.6% of U.S. households are mobile-only, meaning that they do not own a landline phone (CTIA)
  • 63.2 million Americans own a smartphone (comScore)
  • 50% of consumers ages 25-34 have smartphones (comScore)
  • 35% of smartphone users access the mobile Internet from their device (comScore)
  • Two-year growth (2008 – 2010) of more than 2,000 percent in mobile-ready web sites. (DotMobi)

CONSUMER BEHAVIOR

  • 82% of consumers have used their mobile phones in a store (Insight Express)
  • 55% percent in a doctor’s office or hospital (Insight Express)
  • 17% during a movie at the theater (Insight Express)
  • 14% while flying on a plane (Insight Express)
  • 7% percent during church service (Insight Express)
  • 17% of mobile users have shown a clerk in a store a picture of a product on their mobile phone
  • 45% of users check their mobile devices first thing in the morning (Insight Express)
  • 1/3 mobile searches have local intent (The Kelsey Group)
  • 1/3 of all mobile users already actively engage with Web content on their mobile phones (comScore)
  • 53% of smartphone users routinely engage in mobile Web browsing activities
  • E-mail represents 41.6% of mobile Internet time for users in the United States (Nielsen)
  • 86% of mobile internet users are using their device while watching TV
  • Average US mobile user spends 2.7 hours socializing per day on a mobile device

MOBILE ECOMMERCE

  • 8% of total eCommerce sales will come from mobile by 2014 (ABI Research)
  • Mobile coupon users in North America increased more than tenfold in 2010. Triple-digit increases are expected in both 2011 and 2012. (Yankee Group)
  • $2.37 billion of mobile coupon transactions will take place in North America in 2013, up from $5 million in 2010. (Yankee Group)

APPS

  • Apple hosts more than 350,000 mobile apps in the Apple App Store
  • Apple offers more than 65,000 iPad apps
  • Currently more than 150,000 apps in the Android Market
  • There were 10.9 billion worldwide app downloads in 2010 (International Data Corp)

ADVERTISING

  • U.S. mobile advertising spend was estimated at $743.1 million in 2010 (eMarketer)
  • Display mobile advertising spend will reach $334.5 million in total ad spend by the end of 2011, up from $202.5 million in 2010 (eMarketer)
  • Spending for ads delivered via mobile apps in the U.S. will explode from $305 million in 2010 to $685 million in 2011 and more than $8 billion by 2015 (Borrell Associates)
  • Google currently dominates mobile search advertising, with an ad revenue market share of 91.4 percent.
  • 21% of Google’s largest advertisers have a mobile-optimized Web presence. (Google)
  • 47% of mobile application users say they click or tap on mobile ads by mistake more than they do on purpose. (Harris Interactive Survey)
  • Mobile search advertising spend will reach $295.1 million in 2011 (eMarketer)
  • Mobile video advertising spend will reach $50.8 million in 2011, up from $28.3 million in 2010 (eMarketer)
  • Mobile made up 3% of total online advertising budgets in 2010. This number will grow to 5% in 2011. (IDC)
  • Mobile advertising is four-to-five times more effective than online advertising (InsightExpress)
  • iPhone users are more likely to respond to a mobile Web ad than owners of other smartphones. (Luth Research on behalf of the Mobile Marketing Association)
  • For smartphone users, seeing a mobile ad triggers a response with 43% of consumers seeing an ad (Luth Research on behalf of the Mobile Marketing Association)

QR CODES

  • 65% of consumers have seen a QR code (MGH)
  • 49% Of those respondents who had previously seen a QR code have used one (MGH)
  • 72% of smartphone users would be likely to recall an ad featuring a QR code. (MGH)
  • 35% of U.S. shoppers were interested in using QR codes as shopping tools (In-Store Marketing Institute conducted by Catapult and Ipsos OTX)
  • Among those who were identified as being interested in QR Codes, 87% responded with an interest in using QR codes to gain coupons, deals or discounts. (MGH)
  • 60% of those interested in using QR codes would use them to make a purchase. (MGH)

SMS / TEXT MESSAGING

  • SMS will make up 24% of total U.S. ad spend in 2014, down from 44 percent in 2010 (eMarketer)
  • Consumers worldwide will send more than 7 trillion SMS messages in 2011. (ABI Research)
  • 36% respond to ads within text alerts, while only 11 percent responded to display ads on mobile Web sites.
  • The US sends 187.7 billion text messages every month. (CTIA)

VIDEO

  • Mobile video has higher viewer retention than online video, with 94 percent in the first 10 seconds compared to only 81 percent on the PC Internet. (Rhythm NewMedia)
  • The number of U.S. mobile users who watch videos on their devices has increased more than 40 percent year-over-year in both the third and fourth quarters of 2010, ending the year at a grand total of almost 25 million people, according to a mobile video report fromNielsen
  • These consumers watched an average of four hours and 20 minutes of mobile video per month in both the third and fourth quarter of 2010, which equals a 33 percent and 20 percent year-over-year bump in each quarter (Nielsen.)

TABLETS

  • 10.3 million tablet users in 2010 and that number is expected to reach 82.1 million by 2015 (Yahoo Research)
  • Tablet sales will grow to 36% of U.S. PC sales, outselling notebooks/mini-PCs, which are expected to be 32% of overall PC sales (Yahoo Research)
  • iPad users are open to advertising, especially if coupled with an interesting video (49 percent) or interactive features (46 percent) (Yahoo Research)

SOCIAL MEDIA

  • 80 Million Twitter mobile users
  • 200 million Facebook users use the service on their mobile phone (Facebook Blog)
  • 200 million YouTube views per day (YouTube Blog)
  • Women aged 35 – 54 are the most active group in accessing social networks with mobile  (Nielsen)
  • 30% of smartphone owners have accessed social networks via browser (comScore)
  • Nearly 1 in 5 Smartphone Owners Access Check-In Services Via their Mobile Device (comScore)

People more likely to respond to ads if they can do so via mobile

Marketers often wonder which channel offer the best response rates. As it turns out, the real question may be “which device”? A recent study by the Mobile Marketing Association (MMA) and Lightspeed Research says that 25% of consumers are more likely to respond to advertising, whether it’s print, online, or outdoor, “if they are able to do so via a mobile response,” according to BusinessWorld. The research suggests that mobile also offer more engagement than online with an average of 22% of respondents who were aware of a mobile ad,  5.4% had intent to purchase. Read more

Teens Love Mobile Videos, Accept Mobile Ads

Source: Nielsen

Mobile entertainment continues to grow among teens and other young people.

Teenagers 12-17 watch almost twice as much mobile video as other mobile viewers — 7 hours and 13 minutes versus 4 hours and 20 minutes for every one else, according to the Nielsen Company.

Better news for marketers: Nielsen says youngsters are more accepting of mobile ads than older users. Almost 60% say they “always” or “sometimes” look at mobile ads.

As other studies have shown, young people also do a lot more texting and less talking on the phone. In the first quarter, teens 13-17 sent an average of 3,364 mobile texts per month, more than doubling the rate of the next-most active texting user group, 18- to-24-year-olds, who tap out 1,640 texts per month.

Also — as other studies continue to show — teens don’t use their mobile phones for what was assumed to be the primary activity of those devices. Teens talk on their phones on average 515 minutes per month, while their slightly older friends — 18- to-24-year-olds — spend 750 minutes a month talking on the phone.

They also watch less TV than the general population — 23 hours and 41 minutes a week, according to fourth-quarter 2010 survey findings — versus the average American who spends 34 hours and 39 minutes per week with the TV.

They also spend less time on their computers, according to Nielsen — 39 hours and 50 minutes a week, with 5 hours and 26 minutes spent streaming online video. And while they represent just 7.4% of all those who use social networks, almost 80% of all 12- to-17-year-olds visit social networks and blogs.

The Transformational Power of NFC

Source: Andrew Berg, Wireless Week, May 16, 2011

Near field communications (NFC) has been an aspiring hopeful for some time now. Most attention has focused on the technology’s possibilities as the next-generation enabler of mobile payments, allowing users to simply swipe their phones across point of sale (POS) systems, as opposed to lugging out that cumbersome wallet to retrieve the plastic card therein.

NFC generated considerable buzz at this year’s CTIA Wireless conference in Orlando, Fla., with executives finally able to start talking real-world applications, as opposed to theoretical solutions still taking shape on the drawing board.  Programs like ISIS, as well as the fact that nearly every major OEM has NFC either on their roadmap or already to market, helps add credence to the argument that sophisticated contactless transactions are on the verge of becoming commonplace.

Lauding as a major catalyst for NFC adoption the major carriers’ decision to bring MasterCard and Visa on board the ISIS joint venture, research company IHS iSuppli said it expects global shipments of handsets embedded with the technology to reach 550 million units by 2015. That’s a lot of NFC-capable handsets; whether they’ll all be immediately put to use for the payment of goods is another matter.

Lead with Non-Payment Applications
While the wholesale realization of the mobile wallet through NFC is undoubtedly the golden egg, it’s those non-payment related applications that will condition consumers to understand and trust the technology.

Rhomobile, which produces an end-to-end application development suite, recently added functionality that will allow developers using its framework to make use of NFC in their applications. In fact, the company just showcased at Google I/O how Rovio is using its framework to integrate NFC in the next iteration of its popular Angry Birds game, Angry Birds Magic.

Adam Blum, CEO of Rhomobile, describes NFC as a more sophisticated technology, more seamless, than say, Wi-Fi or Bluetooth, which he says can be “clunky” at times.

“NFC is just very transparent and easy to use and takes it to a different level,” Blum says.

Blum thinks NFC is the first step towards realizing the “Internet of things,” where users will use devices to discover the world around them, rather than going to a centralized repository that can often result in time-consuming searches.

“NFC is incredibly valuable for creating applications where you’re trying to manage objects, such as inventory or tracking scenarios,” Blum says. “It’s going to enable a whole new category of applications.”

Blum isn’t shy about how he feels NFC will change the industry, as well as people’s lives. “In terms of the transformational power, I really think NFC could be one of the biggest transformational technologies since the advent of the smartphone,” Blum says.

Yet Another Way to Advertise
The advertising world is always quick to capitalize on new technologies with broad reach. Dan Trigub, vice president of business development for Blue Bite, a mobile marketing firm, sees no end to the possible uses for NFC in his business.

Trigub describes a world saturated with digital content, where the consumer can pretty much be reached through some form of display at all points during their day (cab, elevator, gym, coffee shop). He says that when combined with what he calls “digital out-of-home” screens, consumers can actually be instructed on how to use their smartphone’s new technology.

Blue Bite is already working on campaigns like this. Imagine you’re standing in line at a coffee shop and a screen mounted next to the register offers you a coupon. An arrow points to the corner of the screen with the instruction to “Touch Phone Here.” That’s the beauty of NFC, Trigub says – it’s just that easy.

“We’re strong believers that NFC has the potential to be a silver bullet,” he says, adding that the technology is also a great solution for content delivery.

What’s most effective about NFC in advertising is the extent to which it is immediate and effortless. In conjunction with out-of-home screens, NFC will allow advertisers to reach their target audience while also asking for a simple call to action in the moment.

“Business travelers can be reached while they’re on a business trip. A company like Nike can reach a runner while they’re on a treadmill,” Trigub says, adding that the power of NFC is driven home when you consider that said runner will someday be able to tap his phone to purchase that pair of Nikes without breaking stride.

Mobile Payments
While non-payment NFC applications certainly will be first out of the gate, ultimately it will be massive, coordinated banking and mobile money rollouts, like the ISIS joint venture is currently undertaking, that will drive economies of scale.

While it initially looked like Verizon Wireless, AT&T and T-Mobile USA, the three major players in the ISIS joint venture, were going to go it alone, the carriers have been applauded for recently announcing that they would be bringing MasterCard and Visa in the mix.

Dr. Jagdish Rebello, director and principal analyst for communications and consumer electronics with iSuppli, commented in a recent report that by partnering with Visa and Mastercard, the wireless carriers made the right move. “The carriers hope to leverage the dominant position enjoyed by Visa and MasterCard in credit card payments to ensure a seamless consumer experience when customers use their mobile phones to make payments,” Jagdish wrote, adding that such a move will drive shipments globally.

Back in April, ISIS announced that it would launch an NFC trial in Salt Lake City, Utah, in early 2012, but on May 4, the group said it was scaling back its trials of NFC, delaying these programs to the summer of 2012.

It’s trials like the ones in Salt Lake City that will give carriers an idea of the uphill climb involved in truly educating consumers about NFC. Tina Teng, senior analyst of wireless communications for IHS iSuppli, says that to the extent that consumers are already educated  about NFC, they associate NFC with mobile payment.

“However, consumers aren’t exposed enough to fully comprehend what NFC applications are capable of,” Teng says. “NFC can be an enabler to a whole world of other applications that are not in the market yet. What players in the value chain need to do is to demonstrate NFC applications starting from what matters to consumers’ day-to-day life as a beginning.”

While Teng is optimistic about NFC, she says there are still some major challenges ahead, including the high cost of implementation. “The device has to have the reading capability at least. The objects being read need to have NFC tags. The hardware requirement will increase the cost to device OEMs, which will also translate to higher device ASP,” she says, adding that updating POS will be a monumental and expensive task.

So there’s definitely a road ahead for NFC, and while we may not see the fabled mobile wallet come to fruition for another year or so, companies like Rhomobile and Blue Bite look poised to teach consumers the ropes in fun and interesting ways.

Mobile Insights: 19% of hotel queries come from mobile devices

Source: Posted by Erin Schultz, Senior Specialist, Mobile Ads, Google, Wednesday, May 11, 2011 | 1:01 PM

Let’s imagine you’re stranded on a trip and need to book a last minute flight or hotel. At a time like this you fully appreciate the power of the mobile web and mobile search. As consumers embrace their phones for all types of activities, we’re seeing mobile devices play a increasingly important role in the travel sector.

We like to think about travel in five stages from: dreaming of that perfect vacation; researching it; booking the trip; experiencing the place; then, sharing the experience with family and friends. Mobile now plays an essential role in this process. In fact, industry analysts at eMarketer predict the number of US consumers using mobile devices to research travel will climb from 19.7 million in 2010 to 29.7 million in 2012.

Mobile devices make all five stages of the travel process more accessible and more robust for consumers. It also opens opportunities for marketers.

  • Dreaming: Westin Hotels & Resorts created a display campaign on The Weather Channel’s app. It invited users to “Tap here to warm up,” planting the seed for the dreaming user to begin planning their travel with Westin to warmer climes.
  • Research: At Google we’re seeing 19% of all hotel queries conducted on mobile devices.
  • Booking: Giving users an easy way to book on the spot is crucial. Scott Durchslag, President of Expedia.com revealed “70% of people searching on a phone are looking for a single room, for a single person for a single night that same day.” (2)
  • Experiencing: Features such as reviews, translation, “scan and go” check-ins for flights, and  location maps make the travel experience easier.
  • Sharing: A study we conducted with Ipsos/OTX indicates that 49% of travelers report making travel plans based on the experiences and reviews of others. (3)
Many travel marketers are scaling up their mobile advertising investments, but for some, this remains uncertain territory. Here are four tips you can use to get started.
  1. Use location extensions to provide travelers with the opportunity to view ads that are more relevant to their locations. According to Priceline, 82% book within a day of arrival, and 58% are within 20 miles of their hotel. (4)
  2. Secure bookings with Click-to-Call. In a Google case study, IHG in Europe noted that by adding mobile creative and Click-to-Call with their mobile revenue increased over 91% YOY. They also found that 40% of their mobile revenue was driven by Click-to-Call.
  3. Drive app downloads through click-to-download ads. This functionality allows users to install apps in two easy clicks.
  4. Anticipate growing use of tablet devices and make sure you’ve developed a strategy to reach potential customers on tablets. View our recent blog post to learn how.
The mobile marketing industry is young and the window of opportunity is wide open, especially for travel brands. Now is the time to travel to an increasingly popular destination for consumers: the mobile platform. Has your brand taken travel mobile? We’d love to hear about your success in the comments below!

Mobile Best Practices from Google

Source: Anna Khesed, Google Mobile Ads Marketing Team / US Mobile Smartphone Consumer Study, Google & Ipsos, 2010

As mobile technology continues to accelerate, our phones are quickly becoming indispensable shopping tools. Whether researching a product or comparing prices before purchasing, 79% of US smartphone users have used their devices to help with shopping and 74% of those smartphone shoppers have made a purchase. *

This means that having a mobile strategy is key when engaging with these tech savvy, connected consumers. And this is especially true for advertisers focused on driving online and in-store conversions. To help you develop your mCommerce strategy, we’ve put together the following list of best practices for driving smartphone users to purchase from your site. Please note that these tips are geared towards ads running on high-end devices with full Internet browsers.

Extend your Online Brand Reputation to Mobile with Seller Ratings

It’s no secret that having a great online reputation is essential to driving online conversions. With Seller Ratings on mobile, you can extend your online reputation from desktop to mobile devices and leverage the power of the mobile platform to drive conversions on your website.

The Seller Ratings extension enables mobile searchers to see merchants who are highly recommended by other shoppers. By showcasing relevant and useful rating information for your business, the extension can help differentiate you from your competition and guide potential customers to purchase from your site. In recent studies, campaigns with mobile Seller Ratings saw a 7.5% increase in clickthrough rates when compared to campaigns without this extension.

Seller Ratings are aggregated from merchant review sites all around the web and the extension will only show when a merchant’s online store has a rating of four or more stars and at least 30 reviews. To learn more about Seller Ratings, please read this Help Center entry.

Take your Customers Directly to your Desired Conversion Path with Mobile Ad Sitelinks

Ad Sitelinks enable direct navigation to specific pages of your website. Since navigating on the mobile web can still be difficult, sitelinks for mobile can be especially useful in taking customers directly to the desired conversion path on your site. For example, with sitelinks you can quickly guide your customers to the best selling products on your site or to your online store locator. Mobile users find this format particularly helpful and on average campaigns with mobile sitelinks see a 30% increase in clickthrough rates when compared to campaigns without sitelinks.

Right now a maximum of two sitelinks can appear on mobile devices with ads displaying two links across one line or stacked vertically on two lines. One-line sitelinks can show with the Click-to-Call Phone Extension and will display one link to your website alongside your phone number. One-line sitelinks can also show with the Seller Ratings Extension and will display your online store rating as well as two links to your website.

The quality of your ad will determine which variation of mobile Ad Sitelinks will show. Two-line sitelinks typically show for higher quality ads. To learn more about mobile sitelinks, please read this Help Center entry.

Drive Customers to your Store with Offer Ads

Are you running an in-store promotion? You can get the word out and incentivize customers to visit your store by placing a coupon right in your AdWords ads.

Mobile Ads with Offers enable advertisers to include special deals in their mobile search ads, allowing users to store coupons via email or SMS.  Ads will also display your phone number or your business location on a Google Map for Mobile so that customers have everything they need to go to your store, redeem the offer and make a purchase.  Mobile Ads with Offers are currently in beta, but we hope to make it broadly available soon.


Make it Easier For Customers to Contact you with Click-to-Call Ads

Whether you take orders over the phone or have a physical store location, you can ensure that your customers can easily connect with you by including your business phone number in your mobile search ads. Since users who make a call are showing interest in your product or service, they are more likely to make a purchase. With a call costing the same as a click to your ad,  this is a very cost-effective ad format for driving quality leads and conversions for your business.

Are you specifically focused on driving calls to your business? Try the Call-Only Creative, an enhancement to the Click-to-Call ad format that ensures your phone number is the only clickable part of your mobile ad.

Do you have a vanity phone number? Use the Vanity Phone Numbers feature of Click-to-Call to display an alphanumeric phone number in your mobile ad and ensure that customers easily remember how to get in touch with you.

To learn more about mobile ads with Click-to-Call please read this Help Center entry.

We hope you’ll find these tips helpful in driving conversions with your mobile campaigns and look forward to developing more mCommerce ad features for you in the future.

Google’s Best Mobile Search Practices

Source:  Laurie Sullivan, Media Post, May 4, 2011

Only 21% of Google’s top advertisers in the United States have built a mobile-specific Web site. From those numbers it doesn’t appear many are ready for the future. Back in 2010, Google said it would reach a $1 billion yearly run-rate for mobile. Now, Google is working with clients and developing ads products that will enable advertisers to make the most of mobile’s unique properties. For Google, Mobile search has increased by 500% in the last year.

Having a mobile Web site isn’t necessarily directly linked to performance for an advertiser. Campaigns can still be successful without mobile sites, they just won’t be as successful with their goals once consumer gets to their site, according to Google. Advertisers experience,

on average, an 11.5% increase in mobile Click-through rates (CTR) when they run a mobile-specific campaign, compared to their mobile CTR on a hybrid–mobile and desktop–campaign.

Consumers use smartphones nearly everywhere. 39% use a smartphone while going to the bathroom, 33% when watching television, and 22% while reading the newspaper, according to Google. It’s apparent that consumers use smartphones as an extension of their desktop computers and as a tool to multitask. For instance, 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone.

Heading into the Search Insider Summit, MediaPost spoke with Michael Slinger, director of mobile in the Americas at Google, to get a few details on best practices for setting up a mobile search campaign.

MediaPost: What are the best practices for mobile paid-search keyword lists?

Slinger: We’re seeing tremendous spikes in volume in mobile search during lunch, evening and weekends, beginning Friday night and ending Sunday night. Design the campaign to support these times and days. Don’t take a set of keywords used in desktop campaigns and run it on mobile. Brands will find keywords that won’t necessarily convert on desktop, but will on mobile by setting up campaigns and running frequent tests. For example, we looked at top queries in August 2010 for financial services. One query was a word we didn’t know. We figured out it was a six-letter acronym for a federal student loan program. It generated a lot of traffic on mobile, but not on desktops.

By running sets of desktop keywords and splitting them into separate campaigns — mobile and desktop — advertisers can compare the different keyword lists and see the performance of click-through rates on mobile vs. desktop. Test like crazy because 95% might overlap.

MediaPost: Do broad, exact, phrase and negative match keywords apply on mobile?

Slinger: Yes, start off by using the same method. Run the large keyword sets broadly, and run mobile separate from desktop. Also, think about how consumers should convert. Just because it makes sense on the desktop doesn’t mean it will make sense on mobile. Think about defining the conversion. People don’t want to land on a mobile landing page and do hours of research on a product because of the size. Think about whether the conversion is possible on a mobile phone and design the conversion goal around that. For example, Google built mobile-specific tools intuitive to a mobile format, such as click-to-call. If a search query occurs and one of the top results reads “phone now for more information,” the consumer can get through the conversion with one click.

MediaPost: How deep into the Web site will someone search if they cannot find information on the landing page?

Slinger: If a Web site is full of Flash, for example, the consumer will have a bad experience. Most of the high-end phones don’t support Flash. Apple doesn’t support Flash on iPhone or iPad. Advertisers need to build out mobile-specific landing pages. When consumers search and click on a Web site, they don’t want to end up with a cumbersome, non-conversion, unfriendly landing page. An optimized mobile Web site with buttons that read “Call now to buy” or “Click this button to complete the transaction on the phone” will help consumers convert.

MediaPost: What industry segments perform the best on mobile and does it correlate to a specific age group?

Slinger: We’re seeing the strongest performance on mobile related to technology, retail, automotive, finance and travel. Those on the road will probably use mobile to find a hotel or restaurant, or car rental. We’ve seen that people who shop for new or used cars on weekends will use mobile search to find dealers to test drive the cars. In financial services, we see downloads of mobile banking apps and searching for car insurance. In retail we see people comparing products and reading reviews.

MediaPost: When will audio or visual search overtake typing in keywords? Will it influence paid-search ads?

Slinger: The number of characters typed into a query search box on a mobile phone vs. a desktop is similar, but Google engineers and product managers wanted to make it easier by launching voice and visual search. On the Android operating system in the U.S., more than 20% of queries come from voice search. Nothing changes with the ad served along with the organic results, whether audio, visual or keying in the query drives the search.

Smartphone user study shows mobile movement under way

Source: Dai Pham, Google Mobile Ads Blog, Tuesday, April 26, 2011


71% of smartphone users search because of an ad they’ve seen either online or offline; 82% of smartphone users notice mobile ads, 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day.

These are some of the key findings from “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010.  Join us in tomorrow’s webinar where we’ll present the full research findings. In the meantime, enjoy this research highlights video and read on for a summary of our main section findings:
General Smartphone Usage: Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.
  • 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone
  • 72% use their smartphones while consuming other media, with a third while watching TV
  • 93% of smartphone owners use their smartphones while at home
Action-Oriented Searchers: Mobile search is heavily used to find a wide variety of information and to navigate the mobile Internet.
  • Search engine websites are the most visited websites with 77% of smartphone users citing this, followed by social networking, retail and video sharing websites
  • Nine out of ten smartphone searches results in an action (purchasing, visiting a business, etc.)
  • 24% recommended a brand or product to others as a result of a smartphone search
Local Information Seekers: Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find.
  • 95% of smartphone users have looked for local information
  • 88% of these users take action within a day, indicating these are immediate information needs
  • 77% have contacted a business, with 61% calling and 59% visiting the local business
Purchase-driven Shoppers: Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process.
  • 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer
  • 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones
  • 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store
Reaching Mobile Consumers: Cross-media exposure influences smartphone user behavior and a majority notice mobile ads which leads to taking action on it.
  • 71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)
  • 82% notice mobile ads, especially mobile display ads and a third notice mobile search ads
  • Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase
Implications
The findings of the study have strong implications for businesses and mobile advertisers. Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information. Incorporate location based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users.  Develop a comprehensive cross-channel strategy as mobile shoppers use their phones in-store, online and via mobile website and apps to research and make purchase decisions.  Last, implement an integrated marketing strategy with mobile advertising that takes advantage of the knowledge that people are using their smartphones while consuming other media and are influenced by it.