A third of smartphone owners would rather give up chocolate than their devices and 39% of U.S. consumers with smartphones have used their phones in the bathroom. These are some of the more interesting results of a survey that Google just released. It’s no secret that we tend to use our phones to get online (81%) while watching TV (33%), but in this survey Google was more interested in the role these devices play while users are out shopping and looking for local information.
It’s All About Local Info
According to Google, 90% of smartphone searches result in an action, which Google defines along the lines of purchasing something or visiting a business. Most of the time (88%), this action is taken within a day. While 90% sounds like a large number, it does ring true, especially given that most mobile searches are indeed action-oriented and likely focused on getting to a very specific place. This number makes even more sense when we take into account that the survey also found that 95% of smartphone users regularly use their phones to look up local information.
Interestingly, Google did not look into the differences between Android and iPhone users (most likely because the survey is focused on the company’s mobile ad platform, which is available for both devices).
Here are a few additional data points from Google’s survey: [list]
- 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
- 24% recommended a brand or product to others as a result of a smartphone search
- 93% of smartphone owners use their smartphones while at home [/list]
One set of numbers of the survey I don’t fully buy, though, is that “half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase.” These numbers just seem too high – especially given what we know about how surfers on the Web generally react to ads.