Smartphone stats

21 06 2011

Smartphones are a frequently used gateway to the web:

  • A significant number of smartphone users accessed the internet via their smartphone every day of the past seven days: US-58%, UK-55%, France-59%, Germany-45%, Japan-78%
  • And many users go online via their smartphones multiple times a day: US-53%, UK-49%, France-47%, Germany-42%, Japan-68%

Smartphone users are engaging in a variety of activities on their phone:

  • Smartphone users have looked for local information on their mobile devices: US-90%, UK-81%, France-83%, Germany-85%, Japan-90%
  • And these local information seekers have taken action after looking up local content: US-87%, UK-80%, France-83%, Germany-79%, Japan-80%

The smartphone is playing a critical role in shopping:

  • Across the board, consumers are using their smartphone while in a store: US-82%, UK-68%, France-82%, Germany-65%, Japan-75%
  • Not only are smartphone users using their mobile phones while shopping, they are also making purchases on their mobile device: US-29%, UK-28%, France-17%, Germany-28%, Japan-45%

We also gained some directional visibility into the mobile activities of marketing decision makers:

  • Only a fraction of businesses in the five countries report having mobile optimized sites: US-33%, UK-17%, France-12%, Germany-37%, Japan-43%
  • Fewer than a third of businesses surveyed have an app: US-19%, UK-15%, France-18%, Germany-26%, Japan-10%
  • Mobile commerce strategies of the businesses we spoke with primarily target upper funnel activities: 65% reported that their mobile strategy targets the research phase of the shopping process
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