Global Insights on Smartphone Users & Mobile Marketers

June 2011

All around the world, people are using their smartphones to find entertainment and buy things. In this study, we share smartphone ownership numbers in key markets and pinpoint which ones make the most purchases on their devices. We also share our six key findings to help uncover new opportunities for marketers in these markets.

Google partners up with the Mobile Marketing Association to understand how different countries differ in mobile usage and where mobile marketers are headed. We found:

  • In Japan, the average consumer has 45 mobile apps installed on their phone, compared to 23 for the U.S. and U.K.
  • 26% of U.S. marketers have quantified the offline impact of mobile sales. Compared to 7-16% of marketers outside of the U.S.
Understanding consumers' local search behavior