Our_Mobile_Planet_谷歌意大利手机行业消费者消费行为调查报告.pdf

Our Mobile Planet: Italy Understanding the Mobile Consumer May 2012 Google ConGoogle Confifidential and Proprietarydential and Proprietary Executive Summary Smartphones have become an indispensable part of our daily lives. Smartphone penetration has risen to 28% of the population and these smartphone owners are becoming increasingly reliant on their devices. 47% access the Internet every day on their smartphone and most never leave home without it. Implication: Businesses that make mobile a central part of their strategy will benefit from the opportunity to engage the new constantly connected consumer. Smartphones have transformed consumer behavior. Mobile search, video, app usage, and social networking are prolific. Smartphone users are multi-tasking their media with 63% using their phone while doing other things such as watching TV (33%). Implication: Extending advertising strategies to include mobile and developing integrated cross-media campaigns can more effectively reach today’s consumers. Smartphones help users navigate the world. Appearing on smartphones is critical for local businesses. 90% of smartphone users look for local information on their phone and 86% take action a result, such as making a purchase or contacting the business. Implication: Ensuring that clickable phone numbers appear in local results and leveraging location based services on mobile make it easy for consumers to connect directly with businesses. Smartphones have changed the way consumers shop. Smartphones are critical shopping tools with 82% having researched a product or service on their device. S