74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day. These are some of the key findings from "The Mobile Movement: Understanding Smartphone Users, " a study from Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.
Mobile search is heavily used to find a wide variety of information and to navigate the mobile Internet. Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find. Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process.
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