Google recently completed a new study, “Our Mobile Planet: Global Smartphone Users,” with Ipsos, a global market research company based in Paris, France. The purpose of the research is to drive a deeper understanding of how consumers use their smartphones, pulling the data from the US, the UK, France, Germany, and Japan.
“Smartphone ownership has jumped globally – increasing 11% to 44% of the total population in Spain and by 7% to 38% of the total population in the US,” said Jason Spero, Head of Global Mobile for Google. “Smartphone owners are always using their device – in France, 90% use their mobile devices to access the web every day.”
Statistics show that consumers are falling in love with their mobile phones. Businesses should start falling in love with them too and need to consider mobile-friendly websites hosted on Linux servers.
“Smartphone owners are using their device everywhere – in Germany, 67% of Smartphone owners use their mobile device while on public transport.”
A smartphone was considered a luxury item that only a few could afford many years ago, but now, it is a necessity. In just a few clicks, users can get the information they need.
“Smartphone owners are not just browsing, they are taking action – in the UK, 84% of smartphone owners look for local information on their mobile and 78% take action afterwards such as calling or visiting the business.”
Smartphones are consumers’ companion in their daily tasks. The research shows the top five places where these smartphones are used in the US.
- 96% at home
- 83% use it on the go
- 76% in a store
- 70% in a restaurant
- 69% at work
Businesses must have a wider perspective of these figures if they want to reach out to their customers, including:
- How do customers use mobile technology to interact with others?
- How exactly do they consume content?
- And, especially how do users make purchase decisions while browsing mobile-friendly websites.
For many, using their smartphones is the only option for online access.
“Some 88% of U.S. adults own a cell phone of some kind as of April 2012, and more than half of these cell owners (55%) use their phone to go online,” said Aaron Smith, Senior Research Specialist, Pew Internet & American Life Project.
Smith called these individuals “cell Internet users” in his report and said, “This represents a notable increase from the 31% of cell owners who said that they used their phone to go online as recently as April 2009.”
The Pew study found that 45% of those who use the Internet on their phones prefer Web browsing on their mobile devices.
Overall, 17% of the US cellphone adult users prefer going online using their phones instead of desktops, laptops, or tablets. The findings were pulled from 2, 254 adults aged 18 years and over, which includes 903 interviews conducted on the respondents’ mobile devices.
Mobile technology is transforming the business’ marketing efforts, giving them the opportunity to engage with their customers at a more personal level.