Our Mobile Planet: Belgium

In Belgium, smartphone penetration is now at 22%, with 46% of smartphone owners accessing the internet every day from their device. Google partnered with Ipsos OTX Media CT to help advertisers understand how to engage with customers in the mobile space. It seems that smartphone users are multi-tasking, with 80% using their phone while doing other things such as watching TV (49%). Smartphones are also critical shopping tools, with 65% having researched a product or service on their device, and 14% of smartphone users having made a purchase on their phone.

With Belgium's smartphone penetration now at 22% and 46% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

  • Smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (49%). 79% of smartphone users look for local information on their phone and 84% take action a result.
  • Smartphones are critical shopping tools with 65% having researched a product or service on their device. 14% of smartphone users have made a purchase on their phone.
  • Mobile ads are noticed by 85% of smartphone users. Smartphones are also a critical component of traditional advertising as 51% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

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