Google revealed that the site gives anyone access to the full set of data from the “Global Mobile Research: The Smartphone User & The Mobile Marketer”, conducted earlier this year with Ipsos, in collaboration with the Mobile Marketing Association.
The findings indicate that South Africans are ‘going smart’ – fast: 15% of South Africans have smartphones, but almost half of new smartphone users have only been using a smartphone for the past 12 months.
South Africans considered their smartphones to be as important as their purses and keys, with 83% of mobile subscribers not wanting to leave home without their smartphones, the survey found.
Google also said that South Africans are using their smartphones to make smarter buying decisions: 62% of smartphone users have used their phones to do a product search; 54% use their smartphones during the shopping process; and 26% of smartphone subscribers have changed their minds as a result of gathering information on their smartphones while shopping in-store.
In a similar vein, after looking up a business or service on their smartphones, 61% of people visited the business website, and 55% of people phoned the business.
The survey also revealed that smartphones are competing with TV: 50% of South African smartphone users watch a video on their smartphones every month; 49% use their smartphones while watching TV; and 35% would rather give up TV than their smartphones.