Newspaper article Daily Examiner (Grafton, Australia)

Hold on, I'll Check My Phone; Smartphones Are First Port of Call When People Need Answers to Any Questions

Newspaper article Daily Examiner (Grafton, Australia)

Hold on, I'll Check My Phone; Smartphones Are First Port of Call When People Need Answers to Any Questions

Article excerpt

IN MOMENTS where people need to know, go, do, and buy, relying on our phones has become second nature. Google's VP of marketing, Lisa Gevelber, shares new research that quantifies how people use digital to make decisions and take action in their daily lives.

Take a moment and think back to how you got information before smartphones existed. You probably printed directions before a road trip (or relied on a paper map you already had). Maybe you looked up movie times in the newspaper. Maybe you called a store to check its hours (or just took your chances and showed up, hoping to see the "open" sign).

And now? You turn to the nearest device-your smartphone.

To get a better understanding of how people meet their needs in a world of limitless online and offline options, we collaborated with the research firm, Purchased. All of the findings presented here are from this research study. We asked 1000 smartphone users to take a quick poll several times a day for a week to tell us what kinds of needs they had throughout the day and the actions they took to meet them.

The result was more than 14,000 responses, ranging from choosing a restaurant for a special dinner to looking for coupons in the store aisle to planning a family vacation. Detailed in these responses were thousands of micro- moments when people turned to their devices for help. By examining all of these needs, we learned how consumers choose - both online and offline - to navigate their I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments.

Here's what we found:

#1: In moments of need, people turn to their phones and search.

When a question or need arises, our phones are far and away our most trusted resource, with 96% of people using a smartphone to get things done.

To meet these needs, people are at least twice as likely to use search than other online or offline sources such as store visits or social media. Not only is search the most used resource, it's the resource 87% of people turn to first. …

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