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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


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.

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.

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.

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.

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.

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.

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.

  • 「總的來說、加總為」- Add Up To

    Our new mobile shopping habits are "adding up to" big spending across the board.

  • 「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".

  • 「採取行動」- Take Action

    And eighty-eight percent of us use that local information and "take action" within a day...

  • 「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.




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