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「智慧型手機:了解智慧型手機消費者」- The Mobile Movement: Understanding Smartphone Consumers


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There's a mobile movement going on. The rise of smartphones is creating smarter consumers; creating more opportunities for smarter marketing. Smartphones are always on, always with us and always connected. In one week, we've browsed the internet, used a search engine, watched a video and connected with our friends: all on our smartphones. But that's info you might already know. Here's some you might not.
有個智慧型手機運動正在進行。智慧型手機的興起創造出更聰明的消費者;為更聰明的行銷創造出更多的機會。智慧型手機總是開著,總是跟著我們,也總是連接上網。在一周裡,我們瀏覽了網路,使用了搜尋引擎,看過了影片,還連繫了我們的朋友:都在智慧型手機上。但是那是你可能已經知道的訊息。這裡有一些你可能不知道的。

We're using smartphones almost everywhere, even while consuming other media. Smartphones have become such an important part of our lives that many of us would give up high heels, cable TV, even chocolate, just to keep using them.
我們幾乎在每個地方使用智慧型手機,甚至在使用別的媒體時也是。智慧型手機已經成為我們生活中如此重要的一個部分,我們很多人願意放棄高跟鞋、有線電視、甚至巧克力,只是為了繼續使用它們。

They're becoming important to our shopping habits too. Smartphones have become the ultimate shopping companion, transforming us into more savvy consumers. Seventy-nine percent use a smartphone to help with shopping. In fact, seventy percent of us actually use our smartphone while in the store. We use it to find retailers, compare prices, get coupons, read reviews and check to see if something's in stock, which leads us to buy. Nearly three-quarters of shoppers made a purchase as a direct result of the info we got from our smartphones: either in store, online, or on our phone. Our new mobile shopping habits are adding up to big spending across the board.
對於我們的購物習慣來說,它們也變得重要了。智慧型手機已經變成終極的購物夥伴,把我們變成更精明的消費者。百分之七十九的人用智慧型手機幫助購物。事實上,我們有百分之七十的人實際上在店裡使用智慧型手機。我們用它來找零售商、比較價格、獲得折價券、讀評論還有檢查看看某個東西是否有庫存,這些行為引導我們購買。將近四分之三的購物者因為從我們的智慧型手機得到的資訊直接購買:不管是在店裡、網路上或是在電話上。我們新的手機購物習慣整體來說加在一起成為很大的消費。

And where do we do most of our shopping? Usually in our own backyards! In fact, finding local information is one of the most popular smartphone activities. We're using our phones to find everything from the nearest pizza place, to movie showtimes, to finding the nearest store that carries the item we're looking for. And eighty-eight percent of us use that local information and take action within a day, whether to call or visit a local business.
而我們大都在哪邊消費?通常在自家後院。事實上,尋找當地資訊是上最受歡迎的智慧型手機活動之一。我們用電話去找所有的東西,從最近的披薩店,到電影時刻表,到有賣我們找的東西的最近店家。而且我們有八十八個百分比的人使用那當地資訊並在一天之內採取行動,不管是打電話或是親自拜訪當地店家。

Over the past year, mobile search queries have skyrocketed to new heights, as we search for everything from product reviews, to travel info, to random trivia that can help us settle bets with our friends. And while word of mouth or seeing a product in-store may lead people to search on smartphones, seventy-one percent of us search, because we saw an ad, both on traditional media and on our phones. And we are acting on it. Nine out of ten mobile users have taken action. All thanks to a smartphone search.
上個年度,手機查詢數上衝到新高點,當我們在尋找所有的東西,從產品評論,到旅遊資訊,到幫助我們解決跟朋友打賭問題之類的隨機瑣事。而且當口碑或是在店裡看到一樣產品可能導致人們在智慧型手機上搜尋,我們之中有百分之七十一,因為同時在傳統媒體和電話上看到一個廣告而搜尋。而且我們實際去做。十個手機用戶中有九個採取行動。全都要感謝智慧型手機搜尋。

The simple fact is: Mobile ads work. Recall seeing a mobile ad? You're not alone. Eighty-two percent of us do. Yet seventy-nine percent of top advertisers don't have a mobile optimized website. It's important to build a good mobile user experience, because if we see a mobile ad, we tend to click on the ad, visit the advertiser's site, make a purchase or call the business.
簡單的事實是:手機廣告有效。記得看過一個手機廣告嗎?你不是唯一看過的。我們有百分之八十二的人看過。然而七十九個百分比的頂尖廣告商沒有一個適合手機板的網頁。建造一個好的手機使用者經驗是很重要的,因為如果我們看到一個手機廣告,我們傾向於點擊廣告,造訪廣告商的網頁,買東西,或是打給店家。

Today we use smartphones to stay connected, to keep us entertained, to search for information on the go and to make us smarter shoppers. And we are going to be doing a lot more of this, creating more opportunities for marketers to connect with their customers. Don't miss the mobile movement. Mobilize your marketing to reach the new smartphone consumer.
今天我們用智慧型手機上網,去找樂子,隨時隨地搜尋資訊,然後把我們自己變成更聰明的購物者。然後我們要做更多這些事情,創造更多機會讓行銷人員和他們的客戶搭上線。不要錯過手機運動。動員市場行銷去接觸新的智慧型手機客人。

  • 「總的來說、加總為」- Add Up To

    Our new mobile shopping habits are "adding up to" big spending across the board.
    我們新的手機購物習慣整體來說加在一起成為很大的消費。

  • 「全面來說、整體來說」- Across The Board

    Our new mobile shopping habits are adding up to big spending "across the board".
    我們新的手機購物習慣整體來說加在一起成為很大的消費。

  • 「採取行動」- Take Action

    And eighty-eight percent of us use that local information and "take action" within a day...
    而且我們有八十八個百分比的人使用那當地資訊並在一天之內採取行動...

  • 「隨時隨地」- On The Go

    Today we use smartphones to stay connected, to keep us entertained, to search for information "on the go" and to make us smarter shoppers.
    今天我們用智慧型手機上網,去找樂子,隨時隨地搜尋資訊,然後把我們自己變成更聰明的購物者。

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