us ourmobileplanet research english 2013 2
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Google Confidential and Proprietary
Google Confidential and Proprietary
Understanding the Mobile Consumer
May 2013
Our Mobile Planet:United States of America
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Executive Summary
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Smartphones have become an indispensable part of our daily lives. Smartphone penetration hasrisen to 56% of the population and these smartphone owners are becoming increasingly reliant on theirdevices. 67% access the Internet every day on their smartphone and most never leave home without it.
Implication: Businesses that make mobile a central part of their strategy will benefit from theopportunity to engage the new constantly connected consumer.
Smartphones have transformed consumer behaviour. Mobile search, video, app usage and socialnetworking are prolific. Smartphone users are multi-tasking their media with 82% using their phonewhile doing other things such as watching TV (53%). Implication: Extending advertising strategies toinclude mobile and developing integrated cross-media campaigns can reach todays consumers moreeffectively.
Smartphones help users navigate the world.Appearing on smartphones is critical for localbusinesses. 94% of smartphone users look for local information on their phone and 84% take action as aresult, such as making a purchase or contacting the business. Implication: Ensuring that clickable phonenumbers appear in local results and leveraging location based services on mobile make it easyfor consumers to connect directly with businesses.
Smartphones have changed the way that consumers shop. Smartphones are critical shopping tools
with 77% of users having researched a product or service on their device. Smartphone researchinfluences buyer decisions and purchases across channels. 46% of smartphone users have madea purchase on their phone. Implication: Having a mobile-optimised site is critical and a cross-channelstrategy is needed to engage consumers across the multiple paths to purchase.
Smartphones help advertisers connect with consumers.Mobile ads are noticed by 89% ofsmartphone users. Smartphones are also a critical component of traditional advertising as 56% haveperformed a search on their smartphone after seeing an offline ad. Implication:Making mobile adsa part of an integrated marketing strategy can drive greater consumer engagement.
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Understanding the Mobile Consumer
This survey is designedto gain insights into how
consumers use the Internet
on their smartphones
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How are smartphonesused in daily life?
How do consumers multi-taskwith their smartphones?
Whatactivitiesare consumersconducting on their smartphones?
What role do smartphones play
in the shoppingprocess?
How do consumers respond
to ads, offline and on mobile?
DAY
In detail:
Facts and figures about smartphoneadoption and usage
Internet usage in general, search, video,social networking, mobile advertising
and m-commerce behaviour via
smartphones
This country report is part of a globalsmartphone study conducted in multiplecountries. Visit OurMobilePlanet.com for
access to additional tools and data
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Agenda
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1 Smartphones are Indispensable to Daily Life
2 Smartphones Have Transformed Consumer Behaviour
3 Smartphones Help Users Navigate the World
4 Smartphones Change the Way that Consumers Shop
5 Smartphones Help Advertisers Connect with Customers
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SMARTPHONESARE INDISPENSABLETO DAILY LIFE
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Smartphone Penetration is on the Rise
Q1 2011
31% 44%Q1 2012
Base: National representative population 16+, n= 1.000Q1: Which if any of the following devices do you currently use?
56%Q1 2013
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Smartphones are a Central Part ofOur Daily Lives
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have used their
smartphones every day in
the past 7 days67%
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q18: Thinking about the last seven days, on how many days were you online with ...?
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Smartphones are Always On, Always with You
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dont leave home withouttheir device83%
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements?, Top2 Boxes; scale from 5 completely agree to 1 completely
disagree. "I dont leave house without my smartphone"
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Smartphones Are Used Everywhere
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At home
96%
On the go
84%
In a store
83%
96%
84%
83%
82%
71%
70%
64%
61%
55%
45%
39%
Home
On-the-go
In a store
Restaurant
Work
At a social gathering/function/event
Doctor's office
Cafe or coffee shop
Airport
Public transport
School
Place of Use
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q16: Where do you tend to use your smartphone? Please first select at which locations you ever use it - even if only seldom.
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Perceived Smartphone Usage Intensityincreased in last six months
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Spent more timeonline with their
smartphone in thelast 6 months
34%
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q21: Thinking about the last 6 months, have you been using your smartphone to access the Internet more or less than you had before?
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Google Confidential and Proprietary 11
Smartphones Have Become so Importantto Consumers that!
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q52: To what extent do you agree with each of these statements?, Top2 Boxes; scale from 5 completely agree to 1 completely
disagree. I would rather give up TV than my smartphone. "I would rather give up my TV / desktop PC than my smartphone"
would rather give up
TV than their smartphone36%
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SMARTPHONESHAVE TRANSFORMEDCONSUMER BEHAVIOUR
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Smartphones area Major AccessPoint for Search
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61%search on theirsmartphonesevery day
Base: Private smartphone users who use the Internet in general and who are searching via search engine, Smartphone n= 945Q31: How often do you do searches (via Google, Yahoo!, Bing, etc.) on your smartphone?
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Google Confidential and Proprietary
Smartphones Inform Our Daily Life
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Apartments, Housing info
32%Job Offers
28%
Product Info68%
Restaurants, Pubs & Bars
Travel40%
58%
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
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Google Confidential and Proprietary
Smartphones are a Multi-Activity Portal
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Entertainment
91%
82%
72%
46%
45%
82%
72%
68%
63%
Emailed (sent or read)
Accessed a social network (e.g.
updated a status message, checked
messages or friends' pages)
Reviewed websites, blogs or message
boards
Read news on newspaper or
magazine portals
Browsed the Internet
Played games
Listened to music
Watched videos on a video sharing
website (e.g. YouTube.com)
Stay Informed58%
Communication
89%
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q23: Which of the following activities do you do with your smartphone? Please indicate whether you ever do this at all.
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Google Confidential and Proprietary
App Usage is Ubiquitous
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8Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q24: How many apps do you currently have on your smartphone?Base: Private smartphone users who use the Internet in general and who have, at minimum, one app on their smartphone, n= 987Q25: And of the apps that you currently have installed on your smartphone, how many have you used actively in the last 30 days?Q26: And of the apps that you currently have installed on your smartphone, how many have you purchased for a certain amount in an app distribution platform ?
apps installedon average
paid apps installedon average
apps used in thelast 30 days
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79%watch video
24%use video at leastonce a day
17Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q35: How often do you watch videos via websites or apps (e.g. short video clips,
videos of TV shows, TV movies online, etc.) on your smartphone?
Smartphones Users are Avid Video Watchers
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Smartphone Users are FrequentSocial Networkers
18Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000 Q38:How often do you visit a social network (via websites or apps) on your smartphone?
56%visit at leastonce a day
83%visit socialnetworks
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Smartphones Are Used While Multi-taskingwith Other Media
19Base: Private smartphone users who use the Internet in general and who were online yesterday with their smartphone, n= 1000Q22: When you use the Internet on your smartphone, which if any of the following do you normally do at the same time?
82%Use
smartphonewhile!
Play video games
22%
Read a book
13%
Watch movies
32%
Watch TV
53%
Listen to music
47%
Use Internet
41%
Read magazines/newspapers
16%
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SMARTPHONESHELP USERSNAVIGATE THE WORLDAROUND THEM
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Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)Base: Private smartphone users who use the Internet in general and who look at least less than once a month for information
on their smartphone, Smartphone n= 941Q34 Which of the following actions have you taken after having looked up this type of information (business or services close to your
location)?
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of smartphone usershave looked for localinformation
94%
have taken action as
a result
84%
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Look for local informationdaily
Look for local informationat least once a week57% 25%
Looking for Local Information is a FrequentSmartphone Activity
22Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)
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Local Information Seekers Take Action
23Base: Private smartphone users who use the Internet in general and who look at least less than once a month forinformation on their smartphone, Smartphone n= 941Q34: Which of the following actions have you taken after having looked up this type of information (business or
services close to your location)?
told othersabout it
24%
48%
47%
51%
47%
17%
13%
29%
24%
Called the business or service
Looked up business or service on a
map or got directions to a business or
service
Visited a business (e.g., store,
restaurant)
Visited the website of a business or
service
Read or wrote a review about a
business or service
Recommended a business or service
to someone else
Made a purchase from a business in-
store
Made a purchase from a business
online
visited thebusiness65%
connected with thebusiness
64%
made a purchase
38%
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Google Confidential and Proprietary 24
SMARTPHONESCHANGE THE WAY THATCONSUMERS SHOP
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Smartphones Allow Users to ResearchProducts Anytime, Anywhere
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At home
55%
On the go
35%
In a store
31%
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?
55%
35%
31%
28%
21%
15%
7%
Home
On-the-go
In a store
Work
Restaurant
Caf or coffee shop
Public transport
Place of Search
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have researcheda product or serviceon their phone77%
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q51a: And where were you when you researched for products or services with your smartphone?
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Smartphones are Our Primary ShoppingCompanions
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34%
33%
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q52: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you
completely disagree with the statement, a "5" means that you completely agree with the statement.
I have changed mymind about purchasing
a product or servicein a shop as of a result of information
that I gathered using my smartphone.
I have changed my mind aboutpurchasing a product or service
online as of a result of information thatI gathered using my smartphone.
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Google Confidential and Proprietary
Research that Starts on Smartphones Leadsto Purchases Across Channels
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q48: Listed below are various products or services. For each of these products or services please indicate which statement applies to you.
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Researchon smartphone
40%
38%
then purchased
via computer
then purchased
it offline
then purchased
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Google Confidential and Proprietary
57%of these smartphone shoppershave made a purchasein the past month
46%of smartphone users
have purchaseda product or service
on their smartphone
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000
Q44: Have you ever purchased a product or service over the Internet on your smartphone? By product or service we mean everything that you can buyexcluding apps.
Base: Private smartphone users who use the Internet in general and who purchased via Internet on their smartphone n= 458Q45: Have you made a purchase by using your smartphone in the past month?
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Smartphones Are an Emerging Point ofPurchase
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Smartphones Shoppers are Frequent Buyers
30Base: Private smartphone users who use the Internet in general and who purchased via Internet on their smartphone, Smartphone n= 458Q47: How frequently do you purchase products or services with your smartphone?
60%make mobile purchasesat least once a month
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Barriers to Mobile Commerce Still Exist
31Base: Private smartphone users who use the Internet in general and who NOT purchased via Internet on their smartphone n= 542Q46: Why have you not made a purchase using your smartphone? Top 7
40%
40%
27%
25%
22%
21%
11%
Screen size is too small
Cannot trust credit card security onmobile device
Cannot see detailed product/serviceinformation
Hard to type
Hard to compare prices and options
It takes too much time to open the website page
Mobile online access tend to beinterrupted
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SmartphonesHelp Advertisers ConnectWith Their Customers
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Offline Ad Exposure Leads to Mobile Search
33Base: Private smartphone users who use the Internet in general, n= 1000Q43a: Thinking about the last 6 months, how often have you used your smartphone to do a search in
response to an ad you have seen in a magazine, on a poster, on TV or in a shop/business?
Ad location
TV50%
Shop/business46%
Magazines
38%Posters / Billboards
26%
56%
have performeda mobile search after
seeing an ad
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Google Confidential and Proprietary 34
89%of smartphone usersnotice mobile ads
Base: Private smartphone users who use the Internet in general, Smartphone n= 1.000Q41: How often do you notice advertising when you are using the browser or an app on your
smartphone? (Ever)
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Mobile Ads Make an Impression
35Base: Private smartphone users who use the Internet in general and who at least rarely notice advertising n= 893Q42: Where have you noticed advertising when using your smartphone?
54%
48%
42%
35%
26%
25%
While in an app
While on a website
While using a search engine
While watching a video
While on a retailer website
While on a video website
While in app
54%
While ona website48%
While usinga search engine
42%
White watchinga video
35%
Where Mobile Ads Are Noticed
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Background
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Research Methodology
In partnership with Ipsos MediaCT, we interviewed a total of 1,000American online adults (18-64 years of age) who identifiedthemselves as using a smartphone to access the Internet
The distribution is according to a national representative study andthe data is weighted on age, gender, region, brand of smartphone,
mobile internet usage frequency and tablet usage
A smartphone is defined as "a mobile phone offering advancedcapabilities, often with PC-like functionality or ability todownload apps"
Respondents were asked a variety of questions around deviceusage, mobile search, video, social, web and commerce behaviourand mobile advertising
Interviews were conducted in Q1 201337
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Demographics
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Area
52%
48%
17%
30%
22%
20%
12%
27%
52%
21%
32%
10%
47%
1%
9%
Female
Male
18-24 Years
25-34 Years
35-44 Years
45-54 Years
55+ Years
Urban
Suburban
Rural
Single
Living with partner
Married
Widowed
Divorce/separated
Age
Gender
MaritalStatus
Base: Private smartphone users who use the Internet in general, n= 1.000S2. Please indicate your gender. / S1. What is your age? / D3. In what area do you live? D2. What is your marital status?
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Demographics
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13%
15%
13%
14%
25%
17%
63%
5%
10%
22%
7%
9%
17%13%
24%
10%
12%
7%
Graduate high school
Some technical school/community college
Complete technical school/community college
Some undergraduate university
Completed undergraduate university
Completed post graduate university
Employed (full-time/part-time)
Retired
Student
Unemployed / housewife or househusband
Less than 15.000 USD
15.000 - 24.999 USD
25.000 - 39.999 USD
40.000 - 49.999 USD
50.000 - 74.999 USD
75.000 - 99.999 USD
100.000 USD or more
Don't know/ no answer
EmploymentStatus
Education
Income
Base: Private smartphone users who use the Internet in general, n= 1.000D4 What is the highest level of education that you have completed? D5 Which of the following best describes your