According to a recent study carried out by Google, consumers are “seeking local information, searching for answers with greater urgency than desktop, finding new ways to entertain themselves, and using phones as shopping companions.”

The research was carried out in partnership with Ipsos OTX MediaCT who interviewed 5,013 adults between the age of 18-64 about their internet usage on a mobile device. The interviewees were asked a variety of questions around device usage, mobile search, web and commerce behavior and mobile advertising.

Google’s latest research indicates the following:

  1. 71% of smartphone users search because of an ad they’ve seen either online or offline.
  2. 82% of smartphone users notice mobile ads.
  3. 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping.
  4. 88% of those who look for local information on their smartphones take action within a day.

Here is an infographic created by Google indicating smartphone usage in United States.

smart phone market infographic

The most interesting part of the research for me was the fact that more than half of smart phone searchers makes a purchase. Take a look at the purchase funnel below, it is incredible.

Here are some other facts:

  • Local information seekers are ready to buy
  • Nearly all local information seekrs take action within in a day
  • 79% of user rely on smartphone to help with shopping
  • 70% of shoppers use smartphones while shopping in-store (I believe this is mainly for price comparison and seeing the product physically and making the purchase online to save money)
  • 67% shoppers research on smartphone and then buy online
  • 16% research on smartphone, visit store to check out product and then purchase on smartphone
  • 74% of searchers made a purchase as a result of using a smartphone
  • 27% of smartphone shoppers purchase via mobile websites
  • 22% of smartphone shoppers purchase via mobile apps
  • Half of those who see a mobile Ad take action

Source: Mobile Movement Study – Google/Opsos OTX MediaCT, Apr 2011