Smart shopper
A US survey conducted by Google and Ipsos suggests interesting insight into smartphone usage. With nearly 74 percent of smartphone users making a purchase as a result of using shopping apps, Google suggests that online commerce has visualized a sea change over the years.
Interestingly, ‘The Mobile Movement: Understanding Smartphone Users' study reveals that about nine out of ten smartphone searches results in a purchase. Of course this study was commissioned by Google, so perhaps it's no great surprise to see it bigging-up search
About 95 percent of all smartphone users look for local information on their smartphones, while nearly 88 percent of them actually put it to immediate use. 79 percent of them use their phones to compare prices and locate retailers, while 70 percent use their phones even while in the store.
The survey also suggests that cross-media exposure influence smartphone users to a great extent. About 71 percent search following ad exposure, whether from traditional media (68 percent) to online ads (18 percent) to mobile ads (27 percent). Nearly half of those who see a mobile ad seem to react to it.
Google hopes the findings of the study to have strong implications for businesses and mobile advertisers, however Broadsight's Alan Patrick opines in a funny post that a lot of statistics are useless or completely unbelievable. To make his argument interesting, he substituted the word 'dumbphone' for 'smartphone' throughout the report.
