Our Mobile Planet: Germany

Germany's smartphone penetration is now at 29%, and 53% of those owners access the internet every day from their device. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones is affecting this large and dynamic market. We found that mobile ads are noticed by 80% of smartphone users. Furthermore, smartphones have become a critical component of traditional advertising, with 59% having performed a search on their smartphone after seeing an offline ad.

With Germany's smartphone penetration now at 29% and 53% 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 behaviour 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 73% using their phone while doing other things such as watching TV (43%). 82% of smartphone users look for local information on their phone and 80% take action a result.
  • Smartphones are critical shopping tools with 97% having researched a product or service on their device. 28% of smartphone users have made a purchase on their phone.
  • Mobile ads are noticed by 80% of smartphone users. Smartphones are also a critical component of traditional advertising as 59% 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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