of smartphone users have contacted a business directly using the search results (e.g., “click to call” option).

Top 3 reasons German consumers switch from an app to a mobile site when browsing, researching, or purchasing:
– To broaden my search (33%)
– I want to go directly to the source, e.g., brand sites, aggregators (33%)
– It’s easier to make a purchase (32%)

Top 3 reasons Japanese consumers switch from an app to a mobile site when browsing, researching, or purchasing:
– To broaden my search (47%)
– It’s easier to navigate mobile sites (40%)
– I’m more familiar with the mobile site (34%)

Top 3 reasons Japanese consumers switch from a mobile site to an app when browsing, researching, or purchasing on their phone:
– To save time in the checkout process (39%)
– It’s easier to make a purchase (53%)
– To go directly to source, to narrow my search, or to find more credible source (30%)

Searches for “grocery,” “pharmacy,” and “photo” apps related to specific retailers have grown 140% YoY.

Nearly 2/3 of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.