The Mobile Movement
Understanding Smartphone Users

 

There’s a mobile movement going on. The rise of smart phones is creating smarter consumers, creating more opportunity for smarter marketing. Smart phones are always on, always with us, and always connected. In one week we browsed the internet, used a search engine, watched a video, and connected with our friends all on our smart phones. But that’s info you might already know.
Here’s some you might not:

We’re using smart phones almost everywhere, even while consuming other media. Smart phones have become such an important part of our lives that many of us would give up high heels, cable TV, even chocolate just to keep using them.

They’re becoming important to our shopping habits too. Smart phones have become the ultimate shopping companion, transforming us into more savvy consumers. 79% use a smart phone to help with shopping. In fact, 70% of us actually use our smart phone while in the store. We use it to find retailers, compare prices, get coupons, read reviews, and check to see if something’s in stock, which leads us to buy. Nearly three quarters of shoppers made a purchase as a direct result of the info we got from our smart phones.

Either in store, online, or on our phone our new mobile habits area adding up to big spending across the board. And where do we do most of our shopping, usually in our own backyards. In fact, finding local information is one of the most popular smart phone activities. We’re using our phones to find everything from the nearest pizza place, to movie show times, to finding the nearest store that carries the item we’re looking for and 88% of use that local information and take action within a day, whether to call or visit a local business.

Over the past year mobile search queries have skyrocketed to new heights as we search for everything from product reviews, to travel info, to random trivia that can help us settle bets with our friends. And while word of mouth or seeing a product in store may lead people to search on smart phones, 71% of us search because we saw an ad, both on traditional media and our phones, and we’re acting on it. Nine out of ten mobile users have taken action all thanks to a smart phone search.

The simple fact is mobile ads work. Recall seeing a mobile ad? You’re not alone, 82% of us do. Yet 79% of top advertisers don’t have a mobile optimized website. It’s important to build a good mobile user experience, because if we see a mobile ad we tend to click on the ad, visit the advertiser’s site, make a purchase, or call the business.

Today we use smart phones to stay connected, to keep us entertained, to search for information on the go, and to make us smarter shoppers. And we’re going to be doing a lot more of this, creating opportunities for marketers to connect with their customers. Don’t miss the mobile movement. Mobilize your market to reach the new smart phone consumer.
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