2012 Our Mobile Planet Research Data Shows Smartphone Growth is Global; Smart Pricing Grows Average Publisher Pie

The "Our Mobile Planet," a Google's smartphone research enabling anyone to visualize the ways smartphones are transforming how people connect with information, each other and the places around them -- today, releases new 2012 research data for 26 countries."We commissioned Ipsos MediaCT to conduct new research on smartphone Internet users across 26 countries in Q1 […]

The "Our Mobile Planet," a Google's smartphone research enabling anyone to visualize the ways smartphones are transforming how people connect with information, each other and the places around them -- today, releases new 2012 research data for 26 countries.

"We commissioned Ipsos MediaCT to conduct new research on smartphone Internet users across 26 countries in Q1 2012, including four APAC countries - Australia, China, Japan and New Zealand. You can also find last year's research data from eight other APAC countries including Korea, Singapore and India," posted Dai Pham, Group Product Marketing Manager, Google Mobile Ads.

The new 2012 findings reveals that the smartphone adoption has gone global.

"Today, Australia, U.K., Sweden, Norway, Saudi Arabia and UAE each have more than 50 percent of their population on smartphones. An additional seven countries--U.S., New Zealand, Denmark, Ireland, Netherlands, Spain and Switzerland--now have greater than 40 percent smartphone penetration. In the U.S., 80 percent of smartphone owners say they don't leave home without their device--and one in three would even give up their TV before their mobile devices!," wrote Pham.

2012 Google's Our Mobile Planet Smartphone Research Data

Here are the key highlights and findings from the 26 countries in the 2012 research:

  • The UK (51%), Sweden (51%) and Norway (54%) all saw a dramatic increase of more than 20% in smartphone adoption in less than one year.
  • 52% of Australians own a smartphone, 15% more than did last year.
  • Among the 26 countries, smartphone penetration was highest in the Middle East at 62% in the UAE and 60% in Saudi Arabia.
  • Argentina is starting to see strong traction in smartphone adoption as nearly a quarter of the population (24%) uses a smartphone.

New 2012 Our Mobile Planet Research Findings: Australia, China, Japan, New Zealand

To dig into new survey data about smartphone consumers in 26 countries from around the world, visit Out Mobile Planet site. read this post on the Google Mobile Ads blog or

Also, Research @ Google has released a new whitepaper entitled "Smart Pricing Grows the Pie." Per abstract:

Some publisher advertising networks provide features intended to help advertisers bid more efficiently with a single bid in many publishers' click auctions at once - Smart Pricing on the Google Display Network is one example. Typically such features involve discounting advertiser bids or prices for clicks on publisher websites according to how click values vary across sites (for some appropriate measure of advertiser value). Contrary to concerns that such features necessarily result in reduced publisher (and network) revenue we find that, in many simple cases, the modified auction dynamics produce rational incentives for advertisers to bid more - and spend more - than they would without the benefit of these features. So if advertisers act in their own interest then publishers and networks stand to make more revenue as well.

"Online publisher networks, such as Google's AdSense or the Yahoo! Publisher Network, enable advertisers to simultaneously contest click auctions for thousands - even millions - of web publisher ad slots, all with a single max CPC bid. Recognizing that different publishers deliver disparate performance for advertisers, some networks feature automated systems to help advertisers bid more efficiently with that single bid - effectively discounting click prices on publishers according to the relative value of clicks on each publisher's ad slots. Google, for example, applies Smart Pricing (SP) for this purpose to appropriately discount advertiser bids on the Google Display Network," posted Guy Calvert, AdSense Sales.

You can find the White paper here.

You can see many of the key findings on US mobile consumer behavior in the infographic below:

S mobile consumer behavior in the infographic