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Smartphone Stats: Still Think Customers Aren’t Searching on Their Phones? Think Again!

1 Jul

STATISTIC: 60 per cent of internet consumption comes through smartphones.

That’s it. This blog post is DONE.

That’s the astonishing statistic you need to hear (or rather, read) to realise how significant mobile searches, mobile traffic, mobile research, and mobile purchases are today!

Thanks for reading!

Just kidding, there’s still more to say.

More than a year after Google’s Mobilegeddon algorithm change, we take a look at some astounding smartphone stats. If you don’t have a mobile responsive website or a presence on Google, these stats should be keeping you up at night!

About two years ago, in July 2014, mobile usagefor the first time in the internet’s history, overtook desktop usage. This spelt the crux of a technological evolution that focused on real-time and on-site searches, navigation, and purchases.

Further, in May last year, Google announced that Google searches on a mobile had now overtaken Google searches conducted on a desktop computer.

smartphone statistics

Why? Accessibility. The internet is everywhere

We’re always on; always connected. We’re:

  • Browsing while on the bus or train to work
  • Looking up real-time directions from our current location
  • Adding products to a cart and confirming an order within minutes
  • Killing time scrolling through Instagram while in a waiting room
  • Booking an Uber from the bar
  • Uploading photos to Facebook of the kids or when out with friends
  • Looking up flights and comparing airlines
  • Reserving movie tickets and restaurants for this Friday night

Here are a few more mobile stats we think you need to know.

STATISTIC: 89% of Australians own a smartphone

In August 2014, research from Deloitte told us that around 81% of Australians were smartphone owners.

Now, in almost two years, that number may have surged to 89%.

In the US, smartphone ownership has almost doubled in just four years. In 2011, an estimated 35 per cent of American adults owned a smartphone; that number ballooned to 64% in 2015.

STATISTIC: 3 in 4 Australian smartphone owners use location information when searching

Google teamed up with Ipsos Australia to conduct a nationwide study into smartphone ownership and search behaviour.

Their thorough research found that people are searching for local information from all devices across every stage of the purchase cycle!

So what is a local search? Google explains it has to do with people finding out information about a nearby business like opening hours, driving or walking directions to a store, or the availability of a product.

Furthermore, their research found that:

  • 74 per cent of Australian smartphone users think local information is important
  • 30 per cent of those that conducted a local search made a purchase at the store
  • 22 per cent book an appointment or make a reservation

The big caveat?

When customers cannot easily find the information they seek, 45 per cent are more likely to explore another brand. Ouch!

STATISTIC: 68% of Australians access the internet with three or more devices

That means if we’re away from our desk, or if our laptop is charging in another room, we’ll have no hesitation in grabbing the the iPhone or Galaxy and finding out the information we seek.

Maybe we want to check our bank account. Maybe we want an update on that food delivery. Maybe we want to find out what other movie that one guy is in.

Whatever we’re doing, almost three-quarters of us are doing it on three or more devices.

STATISTIC: 18% of local mobile searches lead to a sale… within ONE day!

That’s huge! This stats show how reliant smartphone users are at getting real-time information in the quickest and simplest way possible, with 18 per cent of us making an in-store purchase.

We’re ready and eager to buy, so don’t let hard-to-find information hinder our process!

Make sure your business name, address, and phone number is consistent across all channels, whether it’s your social media pages, your website, review sites, and more. Some of these pages, especially those that you don’t own (like a review site or an online directory) might have old, outdated addresses or a fax number instead of your landline.

Also, ensure your business is listed on Google Maps so it shows up when people are searching nearby!

So, what must businesses do?

Check the info

Ensure your listings on Google Maps, directories, and review sites use current information (including opening hours, contact details, address, and more).

Go mobile-friendly

Provide your visitors with a responsive or mobile-friendly site.

This is an absolute non-negotiable! Find out more about responsive websites here.

Consider local SEO

Invest in some local SEO. Make it as easy as possible for smartphone users who are on the move and looking for instant results to find you!

The Zero Moment of Truth (ZMOT)

The Zero Moment of Truth, or ZMOT for short, is a term coined by Google.

It refers to the moment a prospect reaches a purchase decision after conducting his or her own research online of a certain product or service without a brand or business even knowing that this person exists.

And where are they conducting said research? Online, of course!

So if you can show up in the right place at the right time, and show off the right content (which could be anywhere from a blog post or a product page, to a Twitter profile or testimonial page), you might tip a prospect in your favour and facilitate a sale – all without direct communication with your company.

That’s why the content you broadcast online is more important today than it ever has been before!

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