Google has published some new research today, looking at mobile consumer behaviour in six top markets: the USA, United Kingdom, France, Germany, Spain and Japan.
The results show that a quarter of smartphone Internet users in these markets have made a purchase from their phone.
So. Much. Tech.
Some of the biggest names in tech are coming to TNW Conference in Amsterdam this May.
Japan is the most savvy when it comes to m-commerce, with 40% of smartphone Internet users having made a purchase from their phone. The figure was 34% in the USA, and around 25% in the European countries studied.
There’s plenty of repeat business too, Google says that 50% of those who have made a mobile purchase do so at least on a monthly basis. In Spain, the figure is 64%, with 15% purchasing on a weekly basis. Around 20% of smartphone users surveyed in all six countries had made a purchase after looking for local information, either in-store or online.
These figures look rosy for mobile commerce, although it’s worth noting that Google doesn’t go into whether on-device app purchases are included here or not.
Mobile and the offline world
Mobile phones affect our bricks-and-mortar shopping behaviour too. In France, 26% of smartphone owners take their handsets with them to help with product research and compare prices, with 19% saying information found on their phone has changed their mind about a purchase decision.
Offline factors influence mobile search behaviour, too. The research found that in the markets studies, around 60% of smartphone users search from their phone because of an ad they’ve seen offline or in a store. In Spain, this was most prominent, with 68% having searched because of something they saw offline, and 62% because of something they saw on TV.
49% of German smartphone users have searched due to things they’ve seen in a store, while in France, 34% have carried out a mobile search due to an ad in a magazine.
Google’s ‘Our Mobile Planet: Global Smartphone Users’ research was conducted last month in collaboration with Ipsos. It follows a study from mobile ad network InMobi yesterday, which showed that mobile media consumption is overtaking the time mobile Web users spend watching TV.