Global mobile research on the smartphone user and the mobile marketer from the MMA and Google
Thursday, June 16, 2011 | 3:43 PM
Labels: Mobile Ads Blog
Today, in collaboration with the Mobile Marketing Association, we shared the initial findings from an exciting global research initiative at the MMA Forum in New York City. The research, “Global Mobile Research: The Smartphone User & The Mobile Marketer”, was conducted by Ipsos GmbH and TNS Infratest and sought to better understand mobile usage trends and business’ readiness for mobile marketing strategies. The study was comprised of two surveys: an online survey of thousands of mobile consumers in 30 countries, and the other, a telephone survey of 1,000 marketing decision makers, 200 in five key markets. Today we presented a subset of the data which focused on five countries: US, UK, France, Germany and Japan. Here are just a few of the key findings.
We gained some new insights about global smartphone user behavior:
Smartphones are a frequently used gateway to the web:
Smartphone users are engaging in a variety of activities on their phone:
The smartphone is playing a critical role in shopping:
We also gained some directional visibility into the mobile activities of marketing decision makers:
While the mobile revolution is moving at different speeds across the globe, it is evident everywhere. This research underscored how consumers are using their mobile devices to access the web, look for local information, and purchase products and services. Businesses seem to be lagging behind the consumer in terms of use and support of mobile marketing which represents a significant opportunity.
The full presentation is available here. In the coming months we will be releasing additional data and insights from other countries surveyed as part of this project.
Posted by: Natalie Rojowsky, Google Mobile Ads Research
3 comments:
Will said...
Regarding: "Only a fraction of businesses in the five countries report having mobile optimized sites: US-33%, UK-17%, France-12%, Germany-37%, Japan-43%
A third of businesses surveyed have an app: US-19%, UK-15%, France-18%, Germany-26%, Japan-10%"...
Whoops, surely there is a typo here? The percentages in the first case are close to 1/3; the percentages in the second case are more appropriately deemed "only a fraction." Which is correct -- the percentages or the summary text? I am very interested in whether mobile apps or mobile websites currently have larger traction.
Thanks! Very interesting data.
June 17, 2011 at 8:00 AM
Google Mobile Ads said...
You are correct. The post has been updated to read "Fewer than a third..."
June 17, 2011 at 5:46 PM
sennyhomes said...
WOW! It is a great news that Google have introduced in the market. This smartphone have a unique features Android system.
Smartphones
July 29, 2011 at 2:57 PM
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