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96% of consumers use smartphones to get things done

What did you do the last time you needed to find out what the whether forecast looked like for the next few days, or figure out where the closest Vietnamese restaurant was located? A new survey suggests as much as 96% of us would turn to our mobile phones for the answer.

Yes, it seems the smartphone has usurped Fido’s role as reliable best mate? Now, while only a questionable few would admit to snuggling up with their smartphone on a cold, dark night, most people admit to increasingly rely on their handy smartphones when they want to know, go, do, or buy something according to Google’s latest research on mobile consumer behavior.

The survey conducted by Google over the course of a week asked 1,000 users to take a survey several times a day to help the internet services firm better understand user needs. “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.”

Consumers rely foremost on smartphones
According to Google, given the prevailing proximity of the smartphone, most people relied on that device for their daily needs. However, given the opportunity 33% used a tablet while 73% used a laptop — which more than a third (37%) indicated as providing the "best experience" for meeting their needs — and 50% use more than one device.

Quick mobile paths to purchase
According to Google, 92% of respondents who did research on their phone made a purchase within a day, and 76% of those searching for something nearby visited a related business within a day. Those numbers underscore the importance of mobile-first marketing to drive both online sales and online visits.

"What we found in this diary setting is what we've been seeing over the last few years," said Lisa Gevelber, Google's vp of marketing. "This shift to mobile is not just a shift in biases—it's a dramatic shift in consumer behavior and in expectations."

"Mobile is critical — Google has finally noted that more than half of searches are conducted on mobile, and this will only go up as computing becomes even more ubiquitous," Noah Jessop, head of data for Liquid PCH, told Marketing Dive. "The shift to mobile is only going to increase — and unprepared marketers will be left trying to catch up."

Tags: Google, Mobile, Marketing

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