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The Mobile Movement: Understanding Smartphone Consumers – Google Study

Google Mobile recently in collaboration with Ipsos, asked over 1,000 South Korean on the streets of Seoul smartphone users – questions about how they use their smartphone, how often they use it and what their life would be like without it.

The study found some of the following stats to be interesting:

  • 100% of South Koreans have a mobile phone, 27% of them smartphones. This smartphone penetration is higher than countries such as Germany, Italy, Taiwan and Russia, and comparable to the U.S., France, and the UK.
  • 85% of smartphone users report that this is their first smartphone, one of the highest proportions of any country in the world that we studied.
  • South Korean smartphone users report an average of 42 apps downloaded on their phone, the second highest # of any country for which we currently have results.
  • 72% are using search on their smartphones on a daily basis, one of the top 3 countries out of the 30 we studied.
  • Koreans are more likely to say they’ve used their smartphone at home (98%) than on the go (90%) or at work (79%) showing that the smartphone is a primary, not just supplementary, gateway to the internet.

In a related new of about mobile consumers — Google has also shared smartphone consumers behaviour in the UK. According to the report:

  • 89% of smartphone users access internet while they are out and about. And, 98% are using their device to go online while they are at home.
  • More than 50% make a purchase based on information which they obtained from a smartphone. Further, 81% looked for local information with nearly a third of these local information seekers going on to make a purchase.
  • When it comes to mobile advertising, 87% of smartphone owners recall seeing a mobile ad. However, 83% of top UK advertisers do not have a site optimised for mobile.

Here’s the video and the full study (read only) embedded below:

You can download the completed study here.

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