April 26, 2011 | by Andrew Kameka
No one needs a study to know that smartphones have become must-have devices at all times. There have been plenty of times that I’ve left home without my wallet, but I honestly don’t remember the last time I forgot to grab my phone on the way out.
But the people who bring you the best Android phones that you could hope for, Google, still want to know more about the average smartphone customer. After commissioning a study by Ipsos OTX, Google learned that smartphones are frequently at the hip and a vital tool for discovering information. Some smartphone owners are so dedicated that they bring their phone into the bathroom. About 4 out of 10 people have this disgusting habit (myself included).
The bulk of the study unsurprisingly centers on how smartphones affect the way consumers respond to advertising and media consumption. Aside from the obvious stats on web browsing (81 percent) and app usage (68 percent), most people use their devices while “consuming other media” – 72 percent to be exact. For instance, someone could hear a song on Glee and immediately search their phone to see who originally performed the song rather than waiting for the credits to reveal that information on iTunes. That’s just one possible explanation for why more than 30 percent of respondents said they use their phones while watching TV.
Smartphones have also become important for discovering local information, with 95 percent of consumers surveyed saying they make searches from their phone. The study already finds a huge correlation between someone searching for a product on their phone, getting more information, and even contacting or visiting a business based on that query. I routinely use my phone in stores and never make a purchase without first running it through ShopSavvy for price comparison, looking up product reviews with Google, or adding it to my Amazon wishlist if I don’t need it right away. That makes me part of the 79 percent of smartphone owners who use their phones for shopping, 74 percent who purchase on the phone, and 70 percent who use phones in-store.
Google plans to share more insight on the study during a webinar tomorrow, but it will mainly be centered around the value of mobile advertising. Get more information on the webinar or read more highlights from the study on the Google Mobile Ads blog.