Google has warned Australian businesses risk being left behind in the mobile revolution with consumer behaviour quickly evolving.
A Google study has shown 94% of smartphone owners have researched a product or service from their devices while 28% have made a purchase on a smartphone. Meanwhile, 65% of those surveyed access the internet from their smartphones on a daily basis.
The report found 52% of Australians own a smartphone, up from 37% last year. Three of out of four owners said they wouldn't leave home without it while a quarter said they would rather give up their television than their smartphones.
Google Australia head of mobile ads Jason Pellegrino told AdNews click through rates for both organic and paid search were generally higher on mobiles operating systems than desktop/laptops.
He said he was surprised at how mature and complex the local market was in terms of how consumers used their smartphones.
He said in a statement: “The mobile revolution isn't 'coming' – it's already happened. Mobile is no longer optional: businesses need to develop a mobile strategy now, or risk getting left behind.
“Businesses should complement their online and offline ad campaigns with mobile ads to reach their target audience on all screens their audience is looking at.”
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