Earlier this week we shared a video and a summary from “The Mobile Movement: Understanding Smartphone Users” independent research study. As a follow-up to yesterday’s webinar presentation, you can download a complimentary copy of the research report. This study is also featured on our new Think Insights with Google site, a website where Google will be publishing on-going learnings and insights about digital marketing trends.
There were many insightful findings on mobile consumer behavior. One we found particularly interesting is how smartphones are driving mobile purchase behavior across all channels, with 35% of smartphone shoppers purchasing on their smartphones. Check out the slide below and discover more interesting results from the full report.
And in case you wanted a nice visual summary of smartphone user behavior we’ve created this handy infographic which you can download!
We hope that you learned more about the growing mobile movement of smartphone users and find these resources useful.
Posted by Dai Pham, Google Mobile Ads Marketing Team
“The Mobile Movement: Understanding Smartphone Users,” is a study commissioned by Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010. The goal of the research was to understand how smartphones are used in consumers’ daily lives and specifically how it has influenced how consumers search, shop and respond to mobile advertising.
As smart phone usage grows, mobile users have come to expect quick and consistent interactions, anytime and anywhere. But businesses have been slow to adapt their mobile sites and overall strategies to meet the needs of their users on the go. In fact, our research has shown that 79% of Google’s largest advertisers do not have mobile optimized sites.
Is your website mobile ready?
We invite you to spend a few minutes next week learning how mobile site optimization can drive results for your business. On Tuesday, May 3 at 11:00 am PT/2:00 pm ET, Google Senior Mobile Account Executive, Elliott Nix, and Mobile Specialist, Shiv Kumar, will be presenting on the state of mobile readiness, why mobile optimization matters to your business, mobile site development best practices and tips, and next steps you can take to optimize your mobile site.
71% of smartphone users search because of an ad they’ve seen either online or offline; 82% of smartphone users notice mobile ads, 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day.
These are some of the key findings from “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010. Join us in tomorrow’s webinar where we’ll present the full research findings. In the meantime, enjoy this research highlights video and read on for a summary of our main section findings:
General Smartphone Usage: Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.
81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone
72% use their smartphones while consuming other media, with a third while watching TV
93% of smartphone owners use their smartphones while at home
Action-Oriented Searchers: Mobile search is heavily used to find a wide variety of information and to navigate the mobile Internet.
Search engine websites are the most visited websites with 77% of smartphone users citing this, followed by social networking, retail and video sharing websites
Nine out of ten smartphone searches results in an action (purchasing, visiting a business, etc.)
24% recommended a brand or product to others as a result of a smartphone search
Local Information Seekers: Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find.
95% of smartphone users have looked for local information
88% of these users take action within a day, indicating these are immediate information needs
77% have contacted a business, with 61% calling and 59% visiting the local business
Purchase-driven Shoppers: Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process.
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
Reaching Mobile Consumers: Cross-media exposure influences smartphone user behavior and a majority notice mobile ads which leads to taking action on it.
71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)
82% notice mobile ads, especially mobile display ads and a third notice mobile search ads
Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase
Implications
The findings of the study have strong implications for businesses and mobile advertisers. Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information. Incorporate location based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users. Develop a comprehensive cross-channel strategy as mobile shoppers use their phones in-store, online and via mobile website and apps to research and make purchase decisions. Last, implement an integrated marketing strategy with mobile advertising that takes advantage of the knowledge that people are using their smartphones while consuming other media and are influenced by it.
Learn More
To learn more about the study, please join us in a webinar tomorrow where we will present and discuss the research findings in-depth. Register for “The Mobile Movement: Understanding Smartphone Users” webinar on Wednesday, April 27th at 11am PST/ 2pm EST. To receive the research report, please visit the Google Mobile Ads blog after April 27th to download a complimentary copy of the study.
Posted by Dai Pham, Google Mobile Ads Marketing Team
We invite mobile developers in Asia to join us at Google offices for a (late!) evening of learning & excitement, with a live stream of the Day 1 opening keynote from Google I/O in California. Developers will also have a chance to meet with each other and learn how to build a business with AdMob.
Google I/O Extended is part of a special Mobile Developer Night that will be held in Tokyo, Beijing, Seoul and Singapore on the evening of May 10, 2011. To apply to attend, find your city on the Google I/O Extended page. Please note that space is limited, and we will notify you if you have been invited to attend, after reviewing your application.
Since we will be live streaming the opening keynote of Google I/O in California, the events will start and end quite late, so be sure to take a nap or have extra caffeine before you come!
Posted by Ryan Hayward & Takamasa Minami, Product Marketing, Japan/Asia-Pacific
The Carphone Warehouse launched in 1989 as a UK mobile phone retailer and now has a portfolio of thousands of stores across nine European countries, as well as an e-commerce site.
Given the different channels their customers can use to access products, it was a logical choice to connect these channels with a mobile marketing strategy. “Clearly The Carphone Warehouse has a natural position in this new emerging mobile space, and we view it as a key way of driving efficient sales but also fulfilling what we refer to as multi-channel assistance,” says Gareth Jones, their head of online marketing.
Take a look at this short interview with Gareth to find out what The Carphone Warehouse did.
The first step was to build a mobile-optimised website. “Previously if you searched for ‘carphone’ on your mobile, you’d have gone through to the dot-com site. We were selling through that, but that was more to do with the tenacity of the user to pinch, scroll and end up at the checkout.” The mobile site leverages the capabilities of a phone with click-to-call functionality to enable a user to contact the call centre and make a purchase.
Next, they worked closely with their agency Efficient Frontier to build a campaign specifically for mobile, analysing results on a frequent basis to refine their keyword lists. In addition, they included a click-to-call number in their text ads. “Click-to-call is an important element of our paid marketing activity because it’s clearly driving calls that are converting very efficiently for us,” Gareth observes.
They began to explore new AdWords ad formats designed for mobile. Taking advantage of Mobile Ad Sitelinks, which allow an AdWords text ad appearing on a high end mobile device to include two links to a site’s deeper content, The Carphone Warehouse included a link to their store finder page. “That’s a clear multi-channel dynamic. You’re walking down the street, you fancy buying a phone, you need to know where The Carphone Warehouse is and you use your mobile search functionality to do that,” says Gareth. The click-through rate for Mobile Ad Sitelinks was 312% greater than mobile search activity where Sitelinks did not appear.
You can download a PDF version of The Carphone Warehouse case study here.
Posted by Michael Schipper, Google Mobile Ads Marketing Team
As many online content providers are moving their content to mobile apps and sites, monetizing this new platform provides a new set of challenges. TV Guide Digital was getting their feet wet in mobile before the iPhone even existed. Christy Tanner, GM of TV Guide Digital, shares her insights into building a successful business on mobile.
With nearly 4 million app downloads across Android, iPhone and iPad, Tanner sees mobile as becoming an increasingly important part of TV Guide Digital’s business. Christy Tanner points out, “we took our time to get the app right - we have loyal customers with high expectations and made sure the app met those customer needs prior to launch.” Additionally, she warns newcomers to mobile that the development cycle is almost as fast as their online business.
Interview with Christy Tanner, GM TV Guide Digital
To keep users engaged with the apps, TV Guide is constantly providing new content and features to keep users engaged. Therefore an ad-supported business model makes sense to support this ongoing process. Yet, while the company has grown its mobile footprint, training ad sales teams to sell mobile ad space takes time. Tanner notes, “it is great to have the AdMob network to rely on when we have unsold inventory. AdMob is currently giving us the highest eCPMs of any ad network we work with and the customer service has been great.”
As Christy Tanner looks ahead, she is bullish on mobile and excited to expand TV Guide’s mobile offering to continue to meet user needs. As she sees more users interacting with multiple screens simultaneously, she hopes to see more advertisers leverage this opportunity to reach users in new, creative and engaging ways.
This is the second in the Get Mobilized series to help businesses better connect with their customers though mobile ads.
Finding the best pizzeria in the city, looking for directions to the nearest pharmacy or calling to see if a store has a product in stock. Looking for local information is one of the most popular things people do on their smartphones. In fact, one out of three mobile searches is for something local. So whether you’re a local business or a national retailer with stores in several cities, you need to have a local ad strategy that reaches mobile users.
It’s easy to mobilize your ad campaigns for local customers simply by adding location extensions to your ads. When people search for you while on the go they’ll be able to see how close they are to your business, where your business is located on a map and a clickable phone number to call you! All from within your ad and all the info that helps get customers to your door.
To learn more about location extensions, watch this video example of how Andale Bikes attracts more customers by localizing their ads.
Find out more about the benefits of making your ads location aware and how to get started today.
Posted by Dai Pham, Google Mobile Ads Marketing Team
This is a follow-up to the recent post that Doug Yeum, Director of Business Development, shared last month on mobile trends unique to South Korea.
Three weeks ago, we wrote about mobile in South Korea. We explored 2010 as a tipping point for smartphone growth with a 67x increase in monthly traffic. This growth has led to the emergence of data-rich services and growing mobile media consumption by the South Korean consumer. Since the post, we've received requests to dive deeper into the South Korean market so we've produced a mobile metrics report on South Korea. The report looks at trends in the AdMob network in South Korea and includes data from a localized survey of 524 mobile Internet users. The results of the survey reflect surprisingly strong usage patterns and levels of engagement with the mobile Internet:
29% of respondents spend more than one hour a day using the mobile Internet
35% of respondents spend more time using the mobile Internet than watching TV; 24% more than using the desktop Internet
Using the phone for entertainment is more popular than texting, phone calls or social networking
58% of respondents access the mobile Internet at least 5 times a day:
We’re excited about the momentum of the mobile ecosystem in South Korea, and believe that the pace of its growth creates considerable opportunities for advertisers and publishers.
Posted by Harsh Shah, Google Mobile Ads Marketing Team
The Corcoran Group, Manhattan’s largest residential real estate firm, experienced success in mobile advertising when they ran a campaign for their iPhone app in 2009. As Android phones rapidly populated the smartphone market in 2010, Corcoran launched an Android app to take advantage of the new platform. To provide the Android user with content on the Corcoran app that they wanted to engage with, Corcoran took advantage of Google Analytics for their mobile search advertising campaign on the Android OS.
Two months after its release, Corcoran’s Android app was responsible for 15% of their total app usage across all mobile platforms, making it their fastest-growing mobile platform. To better educate themselves on what users wanted, Corcoran integrated Google Analytics with their mobile app while running a mobile search advertising campaign on Android OS mobile phones. Now, Corcoran could accurately manage their campaign’s conversion funnel and understand the difference in usage between different platforms.
With Google Analytics, Corcoran now had the ability to successfully upgrade their user experience based on actual in-depth usage data they didn’t have before. For example, Corcoran learned that Android users tend to engage more deeply with the app versus other smartphone users and most of them use the “near me now” function available on Android. With this type of new-found knowledge about their customer base, Corcoran provided better navigation and new formats (see image below). As a result the company not only delivered exactly what users wanted, but also experienced click-through rates 7 to 8 times higher than their desktop campaigns.
As the first client to use Google Analytics with their Android mobile campaign, Corcoran continues to see success, and uses data from Google Analytics to further perfect their mobile experience on Android.
To learn more about this campaign, please download the full case study here.
To get started using Google Analytics for your Android or iPhone mobile app, check out the SDK & technical documentation.
Posted by Dalia Mitra, Google Mobile Ads Marketing Team
Voyages-sncf.com – the online travel agency of French rail giant SNCF – found that 51% of its mobile internet users book tickets for travel the day before or day of departure. It’s clear that mobile is the ideal medium for delivering services to customers precisely when they need them most. A mobile-optimised transactional site that launched in 2007 already attracts two million unique visitors per month, but to provide the best possible user experience Voyages-sncf.com launched an iPhone app last year.
Once they’d made this initial investment, the next challenge was to encourage maximum downloads. Rather than tacking mobile onto existing campaigns, we worked with Voyages-sncf.com to craft a well-defined mobile advertising strategy to complement their email marketing communications
Google, with the AdMob network, offered the opportunity for Voyages-sncf.com to use a variety of innovative ad formats which made the most of the medium to drive direct response. So in addition to a classic CPC banner, we implemented an animated multi-panel banner, an expandable banner and an interstitial ad. The campaign required a broad reach into iPhone users in France, and the extensive AdMob network provided this too.
Voyages-sncf.com aimed to achieve 15,000 downloads in the month of December, but the app smashed all expectations by actually hitting 87,000 downloads over that period. Of these, 70,000 were generated by customer newsletters and communications. The 10-day AdMob campaign delivered 50,789 clicks, which generated 17,000 downloads, representing an impressive conversion rate of 33.5%.
Find out how to replicate the success of Voyages-sncf.com by reading the full case study here.
Posted by Matt Brocklehurst, Google Mobile Ads Marketing Team
Look around you the next time you’re in a restaurant, at the gym, in line at the grocery store or commuting to work. Good chances are that you’ll see someone using a smartphone. But it’s not just pressed to their ears, they’ve also got it cradled in their hands as they play games, watch videos, look for the nearest store, search and shop all from their mobile devices. Your customers have gone mobile. Have you? It’s time to get mobilized to reach the new mobile consumer.
We’ve heard from businesses that you want a quick and easy way to learn more about the mobile opportunity and how to take advantage of it. Today we’re launching theGet Mobilizedcampaign to show how you can better connect with your customers and grow your business with mobile advertising. Maybe you’re already aware of the potential of mobile but are unsure of how to get started. Or perhaps you’ve already begun some mobile advertising and want to take it to the next level. We’ll share four short and simple solutions to help you succeed with mobile by way of some fun videos.
Today, learn more about the power and potential of mobile. Did you know that nine out of ten users take action as a result of a mobile search? Watch this video to see how Tony uses mobile ads to attract more customers on the go.
Stay tuned for more videos and tips on how to Get Mobilized!
Posted by Dai Pham, Google Mobile Ads Marketing Team
With more than 165 million tablets expected to ship over the next two years, tablets are growing in popularity and changing the way that we consume content. People are spending considerable time with tablet devices and using them to play games, browse the web and search for information. Growth in the tablet market is only accelerating with companies releasing new products, and media companies and developers creating content specifically for these new devices.
In order to better understand how people are using tablets we ran a survey of over 1,400 tablet users and found that:
68% of tablet users spend at least 1 hour a day on their tablet
77% of respondents report that their desktop/laptop usage decreased after they started using a tablet
82% of respondents said they primarily use their tablet at home
More than 1 in 3 respondents uses their tablet more than they watch TV:
These new usage patterns have strong implications for marketers and content creators. In the AdMob network alone, traffic from tablets has grown 300% in the past six months. Considering the numerous planned launches of new tablets in 2011, we’re excited to watch the traffic from tablets grow as consumers continue to adopt this new category of devices.
Posted by Harsh Shah, Google Mobile Ads Marketing Team
