Smartphone users act upon mobile ads by John Burns
New figures from Google reveal that 42 per cent of mobile internet users search on the web because of an ad they have seen on their phone.
Google: Most mobile internet users notice adverts
Thursday, April 28 2011 by John Burns
Managed search engine marketing appears to be having a significant effect on consumers who use mobile internet.
New figures from Google show that 82 per cent of shoppers notice mobile ads. Over half of these (42 per cent in all) then search the internet using their phone as a result of this ad exposure.
Smartphone users pay particular attention to all types of marketing and act on it, with 71 per cent using search because of an ad they have seen either on or offline. The findings, which are contained in a study conducted by Ipsos OTX for Google among 5,013 US adult smartphone internet users at the end of 2010, suggest this demographic will be a key group for managed emarketing professionals.
The study has “strong implications” for businesses and mobile advertisers, Google said. “Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information,” the search engine advised. “Incorporate location based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users.”
Google also suggested that internet consultants build a “comprehensive cross-channel strategy” as mobile shoppers use their phones to research and buy goods in shops, online and via mobile websites and apps.
The study also found that search engines are the most visited websites, followed by social networking, retail and video sharing sites. Nine out of ten smartphone searches results in an action, such as a purchase or a visit to a business. In addition, 24 per cent recommended a brand or product to others as a result of a smartphone search.
It follows predictions that mobile advertising spending is to rise sharply in the coming years as more people use smartphones and tablets. By 2015, one billion people will access the internet only via mobile broadband devices, according to research from Ovum.
Equating to 13 per cent of the total worldwide population, emerging markets like the Asia-Pacific region will drive the mobile-only broadband trend, the research revealed.
Steven Hartley, Ovum principal analyst, commented: “The primary reason for the strength of the mobile broadband market in the emerging markets is a lack of fixed-line infrastructure.”
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