The survey found that 93% of smartphone owners use their phones within the home. 39% said that they used their smartphones while going to the bathroom and approximately 20% would give up cable TV before their smartphones.
What is even more interesting is that 72% of smartphone owners use their devices while consuming other media, a 1/3 while they’re watching TV.
Google identified three major consumer usage patterns in the data:
- Action-oriented Searchers
- Local Information Seekers
- Purchase-driven Shoppers
9 out of 10 mobile search users have “taken action as a result of a mobile search, with over half leading to a purchase.” Mobile searchers are looking for a range of information types (News 57%, Dining 51%, and Entertainment 49%).
Local Information Seekers
Google found a distinct group of local information seekers among survey respondents. It said that most of these people “take action within a day”. 95% of smartphone users in that group have looked for local information. 61% call a business, 59% visit a business and 44% purchase. 88% of local information seekers take action within a day.
Purchase-driven Shoppers
According to the survey result there’s heavy smartphone use during the shopping process. 79% use their smartphones to help with shopping. 70% use it while in a store and 74% of smartphone shoppers wind up making a purchase.
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