Warc (@WarcEditors) reports on a new study by Google and Ipsos OTX MediaCT that says smartphone use is increasingly influencing US consumers’ media use and shopping habits.
- 93% of smartphone owners use the devices at home.
- 87% use it “on the go” (77% in stores, 73% in restaurants, 72% at work).
- 59% log on to the mobile Web while waiting in line, 48% do so as they eat, 44% during shopping trips, and 43% while travelling.
- 81% say they’ve browsed the mobile Internet in the last week, 77% used search engines, 68% used apps, and 48% played back video.
- 72% engage in simultaneous media use involving smartphones and other mainstream channels at some point. This includes 33% watching TV at the same time as using the wireless Web, 29% also going online through a PC, 27% for gaming, and 22% for reading print media.
- 82% employ email services on their phone and 63% visit social networks.
- 82% research and read news, 75% exploit navigation tools, 65% enjoy entertainment content, and 45% manage their finances, social life, or travel arrangements.
- 46% of participants use ecommerce sites, 43% view video-sharing portals, 38% visit general consumer websites, and 26% go to official brand platforms.
- 79% use their handsets for commercial purposes. Some 78% locate retailers, compare prices, or search store inventories, and 69% seek out product information, such as by scanning a barcode, watching online video, or reading reviews.
- 52% contact a retailer, 40% source coupons, and 28% redeem virtual discount vouchers.
- Within the 74% of individuals claiming to have previously made purchases because of using a smartphone, 76% bought goods at a brick-and-mortar outlet and 59% did so from a PC. 35% snapped up a product straight from their phone, 27% looked to mobile websites, and 22% turned to apps for the same reason.
- Where people bought goods through a smartphone, the average annual expenditure hit $300, with 48% of relevant consumers buying entertainment items, as electronics and apparel both secured 45%.
- Conducting research on a smartphone and then buying in-store remains the most common path to purchase, with 67%, but 9% of respondents had taken the opposite route.
- Elsewhere, 23% undertook investigations on a wireless device and then a brick-and-mortar store before completing transactions on the Web.
- A further 16% researched and purchased on a phone, with a trip to a store sandwiched in the middle.
- Having been asked to describe mobile advertising formats they could recall, 45% of those polled referenced banners and graphical ads, and 43% mentioned executions on a website they had viewed.
- A 35% share remembered ads embedded in apps, standing at 34% for paid-search listings, 28% for SMS, and 21% for video and location-based alternatives.
See the research report, “The Mobile Movement,” in full (pdf).
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