More than two-thirds of smartphone owners use their devices to purchase products or services weekly, according to the report “Mobile Has Changed How People Get Things Done” from Google Inc. released today.
Google worked with research firm Purchased for the study to find out how consumers use devices throughout the day. The study polled 1,000 U.S. smartphone owners several times a day for a week in Q1 2016, resulting in more than 14,000 responses.
The study finds that consumers are turning to their smartphones to take care of any need they have, including shopping. 69% of consumers say they chose their smartphone to address their needs because it is the closest device to them at the time, 60% say it is the easiest device to use to address their needs, 49% say their smartphone is the device they always used to address their need and 36% say their smartphone provides the best experience to address their need. Consumers could pick more than one response.
In terms of shopping, 92% of people who search on a smartphone make an offline or online purchase related to the search within a day, the study finds. 76% of consumers who search on their smartphones with the term “nearby” in the query visit a related business within a day, and 28% of those searches result in a purchase, according to the study.
In addition, the study finds 70% of consumers take an action on their smartphone, such as conduct a search, look at images online, or use social media before making an in-store purchase. Of consumers who say they are in an “I need to buy” moment and then purchase offline:
- 61% visit a retailer’s website or app before purchasing.
- 45% visit a store or other location.
- 39% use a search engine.
- 26% visit a non-retailer website or app.
- 15% look at photos online.
Consumers could select more than one response.
“Smartphones are a new front door to the businesses around us,” says Lisa Gevelber, vice president of marketing at Google. “We see more and more people turn to their phones prior to making an offline purchase.”
Within the week of the study 87% of smartphone owners visited a retailer’s website or app on their smartphone; 81% of smartphone owners used their phone to find business information, such as store hours and product availability; and 82% used their smartphone to research products or services, according to the study.
Of the consumers who visit a retailer website or app to meet their needs, 53% do so on a smartphone, 11% on a tablet and 39% on desktop. (Consumers could pick more than one response.) Among consumers who visit a retailer’s website or app:
- 38% do so because they know it will get them the information they needed quickly.
- 37% say they know it will most likely have the information they are looking for.
- 25% say they always start there for this type of need.
- 25% say they find the content most appropriate for this need.
- 24% say they trust this source the most.
Consumers were asked multiple times a day for a week, so this data represents total responses.