[OPLIN 4cast] OPLIN 4Cast #229: Smartphone user studies

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OPLIN 4Cast

OPLIN 4Cast #229: Smartphone user studies
May 11th, 2011

<http://www.oplin.org/4cast/wp-content/uploads/2011/05/phone_combo_rev.png>Last 
month, a couple of research studies of smartphone users were released, 
one from Arbitron/Edison Research 
<http://www.edisonresearch.com/home/archives/2011/04/the_infinite_dial_2011.php> 
and another from Google 
<http://googlemobileads.blogspot.com/2011/04/complimentary-copy-of-mobile-movement.html>. 
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.

    * Smartphone usage doubled in past year
      <http://www.netnewscheck.com/article/2011/04/07/10411/smartphone-usage-doubled-in-past-year>
      (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 /The Infinite Dial 2011: Navigating
      Digital Platforms/. '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."
    * Google research shows how people use smartphones to help them buy
      stuff
      <http://www.readwriteweb.com/biz/2011/04/how-people-use-smartphones-to-purchase-products.php>
      (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."
    * Smartphone user study shows mobile movement under way
      <http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html>
      (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."
    * How dumb are smartphone users?
      <http://broadstuff.com/archives/2497-How-dumb-are-smartphone-users.html>
      (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'.....)."

*/Website fact:/*

Google has launched a beta website, called Think Insights 
<http://www.google.com/think/insights/>, to share "...on-going learnings 
and insights about digital marketing trends."
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