Google has released a new research report on growth in Smartphone usage worldwide. There are some really interesting trends. People are still not comfortable with making purchase on Smartphone. Most of the people use Smartphone for information, social networking.

Smartphone penetration – 44%

Smartphone Users Age

• 18 – 24 Years – 16%
• 25 – 34 Years – 33%
• 35 – 44 Years – 24%
• 45 – 54 Years – 20%
• 55 + Years – 7%

Smartphone Users Gender

• Male – 51%
• Female – 49%

Smartphone Users Location

• Urban – 33%
• Suburban – 49%
• Rural – 17%

Smartphone users marital status

• Single – 33%
• Living with Partner – 11%
• Married – 45%
• Widowed – 1%
• Divorced / Separated – 10%

Smartphone OS market share (Android is leading the pack)

• Android – 40%
• iOS (iPhone) – 32%
• Blackberry – 11%
• Microsoft Windows Mobile – 5%
• Symbian Nokia – 1%

First Time Smartphone Owner – 62%

How long Users have been using Smartphone

• 0-3 Months – 16%
• 4-6% Months – 19%
• 7-12 Months – 28%
• 1-2 Years – 26%
• More than 2 Years – 11%

Major Places for using Smartphone

• Home – 97%
• Office – 71%
• On the Go – 83%
• In Store – 78%
• Restaurant – 71%
• Cafe – 50%
• Doctor’s Office – 56%
• Airport – 50%
• At Social gathering / function – 60%
• Public Transport – 36%
• School – 30%

Why do people use Smartphone

• Provides relevant Information – 62%
• Provides Information on the Go – 70%
• Provides Quick Answer – 60%
• Costs Less than PC – 20%
• Can be used while hidden (at school / college ) – 36
• Good to kill time – 72%
• Want to check mails, messages, updates on the Go – 53%
• No other device to access net – 15%
• It is cool to have internet on mobile – 51%

How often Users go online per day on Smartphone vs PC

• Multiple Times – 58% / 63%
• 2-3 Times – 18% / 18%
• Once – 12% / 13%
• Not at All – 11% / 6%

Time spend on Smartphone vs PC

• One Long Session – 1% / 9%
• One Short Session – 12% / 4%
• Several Long Session – 17% / 51%
• Several Short Session – 52% / 14%
• Mixed Session – 16% / 21%

How are users going to use Internet in future on Smartphone Vs PC

• Going to spend more time online – 35% / 28%
• Going to spend same amount of time online – 56% / 63%
• Going to spend less time – 6% / 7%

What activities users do on other devices while using internet on Smartphone

• Listen to music of any type (programming or podcasts) on the radio, stereo, MP3 player, etc. – 51%
• Play video games – 28%
• Read a book – 17%
• Use Internet on another Internet enabled device (such as a computer) – 43%
• Read the newspaper or a magazine – 16%
• Watch television programs (online or offline) – 52%
• Watch movies (online or offline) – 34%
• Do not do other things while I use the Internet on my smartphone – 14%

How is internet browsing experience on Smartphone

• Completely Unsatisfied – 2%
• Unsatisfied – 5%
• Indifferent – 23%
• Satisfied – 40%
• Completely Satisfied – 30%
• Do not know – 1%

Average number of Apps installed on Smartphone – 28.5

Average number of active apps on Smartphone – 11.5

Average number of apps purchased in app store – 9.3

How users are going to use mobile apps in future

• More number of apps – 40%
• Same number of apps – 48%
• Less number of apps – 3%
• Don’t know – 9%

Frequency of internet use on Smartphone Vs PC for Emailing (reading and writing emails)

• Daily – 73% / 79%
• Weekly – 13% / 11%
• Monthly – 6% / 3%
• Less than Monthly – 3% / 1%
• Never – 5% / 3%

Frequency of internet use on Smartphone Vs PC for Social Networking (facebook.com, orkut.com, myspace.com etc)

• Daily – 60% / 60%
• Weekly – 14% / 13%
• Monthly – 7% / 7%
• Less than Monthly – 4% / 3%
• Never – 16% / 11%

Frequency of internet use on Smartphone Vs PC for Video sharing (YouTube.com, Yahoo Video etc)

• Daily – 34% / 36%
• Weekly – 26% / 27%
• Monthly – 15% / 14%
• Less than Monthly – 10% / 9%
• Never – 16% / 10%

Frequency of watching videos on Smartphone Vs PC

• Daily – 25% / 35%
• Weekly – 21% / 31%
• Monthly – 16% / 17%
• Less than Monthly – 14% / 9%
• Never – 24% / 8%

Frequency of video forwarding on Smartphone Vs PC

• Daily – 23% / 20%
• Weekly – 13% / 19%
• Monthly – 11% / 17%
• Less than Monthly – 18% / 17%
• Never – 36% / 28%

Frequency of internet use on Smartphone Vs PC for searching ( Search Engine e.g. Google, Yahoo!, Bing)

• Daily – 62% / 70%
• Weekly – 24% / 19%
• Monthly – 9% / 4%
• Less than Monthly – 3% / 2%
• Never – 1% / 0%

Number of pages accessed for search result on Smartphone Vs PC

• First page – 61% / 26%
• First two pages – 23% / 38%
• First 5 pages – 5% / 19%
• More than 5 pages – 5% / 13%

Search using Smartphone in response to ad in magazine

• Daily – 13%
• Weekly – 8%
• Monthly – 10%
• Less than Monthly – 16%
• Never – 45%

Search using Smartphone in response to ad on poster

• Daily – 10%
• Weekly – 7%
• Monthly – 7%
• Less than Monthly – 12%
• Never – 55%

Search using Smartphone in response to ad in tv

• Daily – 14%
• Weekly – 13%
• Monthly – 16%
• Less than Monthly – 16%
• Never – 33%

Search using Smartphone in response to ad in shop/business location

• Daily – 10%
• Weekly – 13%
• Monthly – 17%
• Less than Monthly – 16%
• Never – 34%

Frequency of noticing advertisement while using browser or app on Smartphone

• All the time – 21%
• Most of the time – 19%
• Sometimes – 27%
• Rarely – 21%
• Never – 11%

Places of noticing advertisement on Smartphone

• Search Engine – 40%
• In an App – 48%
• Retailer Website – 25%
• Video Website – 19%
• Watching Video – 27%
• On Website – 46%
• Others – 2%
• Dont Know – 13%

Frequency of looking / searching for local information (business or service )

• Daily – 27%
• Weekly – 31%
• Monthly – 23%
• Less than monthly – 12%
• Never – 6%

Action taken after searching for local information (business or service )

• Called Business – 52%
• Read / Wrote review – 15%
• Recommended to others – 13%
• Made a purchase from business in-store  – 26%
• Made a purchase from business online – 21%
• Visited business (eg store, restaurant ) – 50%
• Visited website – 48%
• Marked or added a business or service to my favourites list – 13%
• Looked up map to find direction – 50%
• No taken any action – 10%

Users purchased product or services (except apps) using Smartphone – 35%

Frequency of products or services purchase using Smartphone

• Daily – 20%
• Weekly – 13%
• Monthly – 29%
• Less than Monthly – 37%

Payment method for products or services purchase using Smartphone

• Invoice – 5%
• Credit Card / Debit Card – 58%
• Direct Debit – 15%
• Paypal – 37%
• Prepaid Card / Gift Vouchers – 14%
• Mobile Payment (SMS / Mobile Webpayment ) – 11%
• NFC (paying via mobile phone scan at cash desk) – 4%
• Others – 10%

Users going to increase purchases using Smartphone  – 31%

Users made purchase using Smartphone – 68%

Reason for not making purchase using Smartphone

• Too complicated – 12%
• Too expensive – 4%
• Would prefer PC/Laptop – 65%
• Never heard of services – 3%
• Does not feel secure – 38%
• Payment is too complex – 5%
• Payment features not available – 6%
• Others – 6%

Product Research and purchase behaviour

• Research product via smartphone but did not purchase it after research – 45%
• Research product via smartphone and purchased the product online via smartphone afterwards – 30%
• Research product via smartphone and purchased it online via computer afterwards – 37%
• Researched  product via smartphone and purchased it offline in store or via phone – 32%
• I intentionally have my smartphone with me, to compare prices and inform myself about products – 35%
• I have changed my mind about purchasing a product or service in store as of a result of information I gathered using my smartphone – 32%
• I have changed my mind about purchasing a product or service online as of a result of information I gathered using my smartphone – 29%

Report is available at http://www.ourmobileplanet.com/en/downloads.

Reports for other countries (Argentina, Australia, Austria, Belgium, Brazil, Canada, China, Denmark, Egypt, Finland, France, Germany, Ireland, Italy, Japan, Mexico, Netherland, New Zealand, Norway, Saudi Arabia, Spain, Sweden, Switserland, UAE, UK) are also available.