Understanding smartphone users

We are pleased to share a brand new piece of research from the US market which looks into the user behaviour of smartphone owners. The study seeks to gain a deeper understanding of:

• How smartphones are used on a day to day basis

• How consumers are multi-tasking with their smartphones

• Typical searches made on smartphones

• How smartphone consumers are using their devices to help them make their purchase decisions

• Whether they are receptive to mobile ads.

The study illustrates the importance of role the that smartphones now play within the everyday lives of many consumers. Nearly 9 out 10 smartphone owners use their devices throughout the day for a variety of activites ranging from using search engines to find information, to watching videos. They have become so entrenched in our lives that 43% of smartphone owners say that they would prefer to give up beer instead of internet access on their smartphone.

Unsurprisingly, using the smartphone is an incredibly popular time-killer with nearly 60% claiming to use their smartphones while waiting, for example, in a queue at a supermarket or for a bus.

Smartphone users are also becoming increasingly reliant on their devices for shopping assistance with 70% of smartphone consumers using their devices while shopping in-store.

In terms of advertising, smartphone users are not only noticing mobile ads, they are receptive to them. 82% notice ads on their smartphones, half of which take action. However, it is not only mobile ads prompting action. Mobile search is often prompted by cross media exposure. Over two thirds of smartphone owners have carried out a search on their smartphone as a result of traditional media.

If you found these insights interesting and would like to learn more about the smartphone consumer, please download the full study here.


Posted by Selina Rennie, Agency Team