Mobile Shopping and Browsing Activities of Smartphone Users Shows Mobile Marketing is Going to Be Hu

We analyzed independent research by 2 companies - and all statistics are pointing to one common thread "Consumers are using mobile phones more than ever for information, news, entertainment, shopping, retail and research purposes." Companies are taking notice and gearing up to engage customers on the mobile channel. The fact that consumers always have their mobile phones and are always connected makes this a unique opportunity. Location and time sensitive targeting are two other factors that make mobile marketing a great opportunity.

1) Here 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.

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  81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone
  
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  72% use their smartphones while consuming other media, with a third while watching TV
  
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  93% of smartphone owners use their smartphones while at home
  
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  95% of smartphone users have looked for local information
  
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  88% of these users take action within a day, indicating these are immediate information needs
  
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  77% have contacted a business, with 61% calling and 59% visiting the local business
  
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  79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer
  
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  74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones
  
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  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
  

( For more info visithttp://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html )

2) In another study conducted in January 2011 by Chadwick Martin Bailey and iModerate Research Technologies revealed that more than half of 1,400 consumers polled reported using their smartphones to assist them with shopping. According to the study released in March,

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  66% of respondents used their smartphones to conduct price comparisons on a product or service
  
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  58% used them to find the closest store locations
  
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  41% of those polled said they had made purchases from their smartphones
  

( For more info visithttp://www.emarketer.com/Article.aspx?R=1008300 )

Clearly the findings of both the studies are similar in nature and have strong implications for businesses. Having a mobile presence and being found via mobile search is just the starting point. Companies need to reverse engineer these statistics and make sure they are engaging, serving and communicating with customers on each of the above points. Mobile strategy now needs to be part of the company DNA - and company needs to develop a holistic cross-channel strategy to serve their customers across all mediums - mobile, online and traditional.