Nearly 9 in 10 smartphone owners use their devices for consumer research. They are using them to perform real-time searches to help arrange meetings with friends, solve problems or find information to settle an argument, according to a new study from the Pew Internet & American Life project.
Within the past 30 days, smartphone or cell phone owners said they used their phone to:
- Decide whether to visit a business, such as a restaurant.
- Look up a score of a sporting event.
- Get up-to-the-minute traffic or public transit information to find the fastest way to get somewhere.
“The growing adaptation and functionality of smartphones has made them more entrenched in users’ daily lives,” The Pew center said. “Just-in-time cell users — defined as anyone who has done one or more of the activities above using their phones in the preceding 30 days — now comprise 62% of the adult population.”
Such real-time queries will have implications for organizations from financial services and healthcare institutions to B2C companies that want to reach consumers before they initiate a search.