A comprehensive study by Google reveals that roughly 40% of people search exclusively on a smartphone. The company notes an increasing number of users accessing Google via smartphones, with popular search categories including health, parenting, and beauty.
Key findings from Google’s study include:
– 80% of people use a smartphone
– 67% of people use a desktop computer
– 16% of people use a tablet
– 57% of people use more than one type of device
– 27% of people use a smartphone only
– 14% of people use a desktop computer only
Analyzing these results, it’s intriguing to see that among those who use only one type of device, smartphone users outnumber desktop computer users by a two-to-one ratio.
Moreover, smartphone users are highly engaged, utilizing their devices for up to 3 hours a day. In contrast, desktop computer users average 2 hours a day, and tablet users about 75 minutes.
This data highlights a mobile-first reality more than ever before.
Google cautions marketers that neglecting mobile outreach means missing out on a significant portion of potential audience.
“We live in a world where people literally expect answers at their fingertips, and to find them, they’re turning to the nearest device,” notes Google.
Desktop computers see peak use around 8am, likely when people start their workday. Smartphone usage then dominates in the afternoon, especially during prime time viewing hours. Smartphone engagement remains consistent throughout the day, peaking at noon and maintaining steady use into the evening. Google points out that there’s rarely an “off time” for mobile use, with more searches happening on mobile than on computers or tablets during 15 of the 24 hours in a day.
The data from this study is derived from monitoring the behavior of 11,964 opt-in Google users between January 1, 2016, and March 31, 2016. The participants include a U.S. demographic of 18 to 49-year-old cross-device users.
For more information, detailed findings from Google’s study are available in a PDF document.
