Our Mobile Planet: Sweden

In Sweden, mobile is a big part of daily life. Smartphones now make up 50% of the market, with 75% of owners using their phones to access the internet daily. Not only are they becoming more common, they're also becoming an important channel for marketers. A whopping 88% of users say they notice mobile ads.

With Sweden's smartphone penetration now at 51% and 75% 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 84% using their phone while doing other things such as watching TV (59%). 89% of smartphone users look for local information on their phone and 84% take action a result.
  • Smartphones are critical shopping tools with 90% having researched a product or service on their device. 27% of smartphone users have made a purchase on their phone.
  • Mobile ads are noticed by 88% 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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