Drive Innovation / studies

With smartphone penetration in the United Arab Emirates now at 61% and 64% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 86% using their phone while doing other things such as watching TV (52%). 93% of smartphone users look for local information on their phone and 92% take action a result.
• Smartphones are critical shopping tools with 84% having researched a product or service on their device. 39% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 93% of smartphone users. Smartphones are also a critical component of traditional advertising as 78% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

With Austria's smartphone penetration now at 36% and 52% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 78% using their phone while doing other things such as watching TV (52%). 88% of smartphone users look for local information on their phone and 87% take action a result.
• Smartphones are critical shopping tools with 95% having researched a product or service on their device. 24% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 79% of smartphone users. Smartphones are also a critical component of traditional advertising as 61% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers

With Ireland's smartphone penetration now at 43% and 67% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 89% using their phone while doing other things such as watching TV (59%). 89% of smartphone users look for local information on their phone and 90% take action a result.
• Smartphones are critical shopping tools with 82% having researched a product or service on their device. 36% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 92% of smartphone users. Smartphones are also a critical component of traditional advertising as 69% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

With Sweden's smartphone penetration now at 51% and 75% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behaviour from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 84% using their phone while doing other things such as watching TV (59%). 89% of smartphone users look for local information on their phone and 84% take action a result.
• Smartphones are critical shopping tools with 90% having researched a product or service on their device. 27% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 88% of smartphone users. Smartphones are also a critical component of traditional advertising as 59% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

With the Netherlands' smartphone penetration now at 43% and 64% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (52%). 78% of smartphone users look for local information on their phone and 73% take action a result.
• Smartphones are critical shopping tools with 71% having researched a product or service on their device. 16% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 84% of smartphone users. Smartphones are also a critical component of traditional advertising as 52% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

With Finland's smartphone penetration now at 38% and 55% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 75% using their phone while doing other things such as watching TV (44%). 90% of smartphone users look for local information on their phone and 87% take action a result.
• Smartphones are critical shopping tools with 73% having researched a product or service on their device. 23% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 91% of smartphone users. Smartphones are also a critical component of traditional advertising as 62% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

With Italy's smartphone penetration now at 28% and 50% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 63% using their phone while doing other things such as watching TV (33%). 90% of smartphone users look for local information on their phone and 86% take action a result.
• Smartphones are critical shopping tools with 82% having researched a product or service on their device. 25% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 86% of smartphone users. Smartphones are also a critical component of traditional advertising as 62% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

With Switzerland's smartphone penetration now at 43% and 56% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 82% using their phone while doing other things such as watching TV (50%). 91% of smartphone users look for local information on their phone and 90% take action a result.
• Smartphones are critical shopping tools with 96% having researched a product or service on their device. 29% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 86% of smartphone users. Smartphones are also a critical component of traditional advertising as 69% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

With Egypt's smartphone penetration now at 26% and 29% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behaviour from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 88% using their phone while doing other things such as watching TV (25%). 88% of smartphone users look for local information on their phone and 90% take action a result.
• Smartphones are critical shopping tools with 82% having researched a product or service on their device. 41% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 90% of smartphone users. Smartphones are also a critical component of traditional advertising as 82% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

With Norway's smartphone penetration now at 54% and 65% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 87% using their phone while doing other things such as watching TV (62%). 81% of smartphone users look for local information on their phone and 82% take action a result.
• Smartphones are critical shopping tools with 71% having researched a product or service on their device. 24% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 87% of smartphone users. Smartphones are also a critical component of traditional advertising as 56% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

With Spain's smartphone penetration now at 44% and 56% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 79% using their phone while doing other things such as watching TV (37%). 88% of smartphone users look for local information on their phone and 86% take action a result.
• Smartphones are critical shopping tools with 82% having researched a product or service on their device. 24% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 86% of smartphone users. Smartphones are also a critical component of traditional advertising as 68% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

This UK study used eye tracking, biometrics and an online survey to understand levels of engagement in YouTube TrueView Skippable pre-rolls versus standard YouTube pre-rolls, in which viewers are not able to skip the ads.

The key findings were:

• Opted-in users were 75% more engaged whilst watching TrueView Instream ads, compared with those watching the same creative as a standard pre-roll.
• Skipping after the first five seconds of a TrueView Instream (a free impression), delivered over half of the uplift to Advertising recognition compared with a full view.