Americans Are the Biggest Mobile Multitaskers

81% say they juggle multiple devices

Where are the world's biggest mobile multitaskers? Apparently, right here in the U.S.

Google research of smartphone behavior across six countries found that Americans lead in mobile multitasking, with 81 percent saying they have used their smartphone while engaging with other media.

Smartphone users overseas don't multitask as much as Americans do but still juggle their share of devices. In the U.K., for example, 54 percent of smartphone owners watched TV while using their smartphones, and in Spain, 36 percent of smartphone owners used their smartphones and another Internet-connected device, such as their computer, at the same time.

The study, titled "Our Mobile Planet, Global Smartphone Users," was conducted last month with Ipsos and explored mobile behavior in the U.S., U.K., France, Germany, Spain and Japan.

"These insights into mobile consumer behavior have clear implications for businesses," Dai Pham, Google's marketing manager of mobile ads, wrote in a blog post. "The companies that make mobile central to their marketing strategies will have an advantage in engaging with the mobile consumer."

According to the report, more than 90 percent of global smartphone owners use their mobiles for online searching. In most of the aforementioned six countries, more than 75 percent of smartphone Internet users search at least once a week.

Google also found that Japan is out in front when it comes to mobile commerce. While one quarter of global smartphone Internet users have made a purchase with their smartphones, 40 percent of Japanese smartphone users have done so. One third of Americans and about a quarter of the people in the European countries have.

Across all markets, however, more than half the people who have made a mobile purchase say they do so on a monthly basis. Globally, one in five smartphone users in each of the six countries made a purchase after looking for local information, Google said.


Publish date: February 28, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT