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<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #229: Smartphone
user studies</span><br>
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<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">May 11th, 2011</span></p>
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<p style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.oplin.org/4cast/wp-content/uploads/2011/05/phone_combo_rev.png"><img
class="alignleft size-full wp-image-1887"
title="phones"
src="cid:part2.08040706.07000906@oplin.org"
alt="" height="102" width="89"></a>Last month,
a couple of research studies of smartphone users
were released, one from <a
href="http://www.edisonresearch.com/home/archives/2011/04/the_infinite_dial_2011.php">Arbitron/Edison
Research</a> and another from <a
href="http://googlemobileads.blogspot.com/2011/04/complimentary-copy-of-mobile-movement.html">Google</a>.
The questions in each study reflect the interests
of the research sponsors: Arbitron looked rather
closely at Internet radio usage, for example,
while Google paid a lot of attention to mobile
marketing. The common finding, however, is not at
all surprising—smartphones are becoming ever more
closely integrated into the daily life of many
Americans. </p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.netnewscheck.com/article/2011/04/07/10411/smartphone-usage-doubled-in-past-year">Smartphone
usage doubled in past year</a> (NetNewsCheck)
"The percentage of Americans age 12 and older
who have a smartphone has risen from 14% to 31%
of the population according to the new survey <em>The
Infinite Dial 2011: Navigating Digital
Platforms</em>. 'When you consider the rapid
growth in ownership of smartphones in context
with the continued rise in the use of social
media it becomes increasingly clear that these
platforms are fueling fundamental changes in
consumer expectations and how they use media,'
Arbitron senior vice president of marketing Bill
Rose said."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.readwriteweb.com/biz/2011/04/how-people-use-smartphones-to-purchase-products.php">Google
research shows how people use smartphones to
help them buy stuff</a> (ReadWriteWeb/John
Paul Titlow) "Interestingly, more people (81%)
said they browse the Web on their device than
said they use native applications (68%). For
ecommerce sites and other businesses, these
numbers suggest that investing in one's
mobile-optimized Website could be more important
than building native apps."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html">Smartphone
user study shows mobile movement under way</a>
(Google Mobile Ads blog) "Make sure you can be
found via mobile search as consumers regularly
use their phones to find and act on information.
Incorporate location based products and services
and make it easy for mobile customers to reach
you because local information seeking is common
among smartphone users."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://broadstuff.com/archives/2497-How-dumb-are-smartphone-users.html">How
dumb are smartphone users?</a>
(Broadstuff/Alan Patrick) "While reading the
whole thing I also became aware that many of
these were probably generic facts, ie applied to
nearly any comms device—so I replaced the term
'smartphone' with 'dumbphone' and found the
results still made nearly total sense, ie these
are generic 'this is what people do on phones'
stats (They still made quite a lot of sense when
I replaced smartphone with 'carrot'.....)."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Website
fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">Google has
launched a beta website, called <a
href="http://www.google.com/think/insights/">Think
Insights</a>, to share "...on-going learnings
and insights about digital marketing trends."
</div>
<div style="text-align: left;"> </div>
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