Consumers tapping into smartphones' potential

Consumers are increasingly tapping into the advanced features of their mobile devices, according to a new report released by Compete Inc. as part of its Quarterly Smartphone Intelligence Survey.
The firm noted that during the first quarter of this year nearly one in three smartphone owners has called or stopped into a local business after discovering the information using a local search application on their mobile device. The survey also found that close to one-third of consumers with either an Apple Inc. iPhone or a smartphone powered by Google Inc.’s Android operating system “discovered at least two new businesses that they were not previously aware of as a result of using local search applications.”
“With the increasing popularity of local search, retailers should ensure their sites are optimized for mobile browsers,” said Danielle Nohe, director of technology and entertainment for Compete. “Making it easy for consumers to discover businesses via their devices opens local companies up to a whole new customer demographic, and savvy businesses should make sure they’re maximizing this opportunity.”
Social is mobile
Compete’s survey also found that a growing number of consumers are turning to their mobile devices to stay in touch with their social networks. The company noted that 33% of Twitter users with a smartphone primarily send tweets from their mobile device and that a similar percent prefer to read others’ tweets on their phone.
Compete’s survey noted that of consumers that access their Facebook accounts from their mobile device, 66% also read news feeds, 60% post status updates, 59% read or reply to private messages and 44% post photos from their smartphone.
“Given the increasing popularity of Facebook, Twitter and other social sites, it follows that users are eager to access these outlets on their phones,” continued Nohe. “Based on our findings, I recommend marketers start thinking about new ways to maximize consumers’ use of smartphones on social sites, as mobile adoption will likely only increase with time.”
The iPhone is a game
Finally, Compete found that 51% of iPhone users have at least five games loaded onto their device, and that they play games more frequently that do owners of other smartphones with 37% of iPhone users reporting they play games at least daily on their device. Consumers with Research In Motion Ltd.’s Blackberry devices are at the other extreme with 46% of Blackberry users surveyed saying they have no games on their device.
“It’s evident that iPhone owners have embraced mobile gaming,” commented Nohe. “Developers should turn their attention to targeting other smartphone users in an effort to even out the discrepancies in mobile gaming adoption.”