Multitasking shoppers look to their smartphone for purchase advice
Thursday 28 April 2011
Mobile phones are already an integral part of people’s lives but now, more than ever, shoppers are turning to their smartphone when they want to find new products, deals or local recommendations.
Seventy-nine percent of smartphone owners use their device to help them shop, whether it's to compare prices, find additional product information, or search for a local retailer.
While many product searches start online, 70 percent of smartphone-owning shoppers still feel the need to whip out their mobile for extra information while they are in a retail store.
"Mobile search is heavily used to find a wide variety of information and to navigate the mobile Internet," said Dai Pham, Google Mobile Ads Marketing Team in an April 26 blog post summarizing the study.
Search engines are the most visited websites by smartphone users, followed by social networking, retail and video sharing websites.
A surprisingly large number of smartphone searches results in some kind of action on the user's behalf. Nine out of ten smartphone searches will end with a consumer taking an action such as purchasing a product, visiting a business, or making a phone call.
Smartphone users are multitaskers. Seventy-two percent said they used their smartphone while consuming some additional form of media.
Even people with their eyes glued to the TV have started to share their screen time with their smartphone. One third of respondents said they used their smartphone while watching TV.
"The Mobile Movement: Understanding Smartphone Users" report was conducted by Google and market research firm Ipsos OTX; 5,013 US adult smartphone internet users participated in the study in late 2010.
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