Saya teruskan hasil survei Google terbaru tentang pola penggunaan smartphones di

Asia Pasifik.
Di pengantarnya tidak disebutkan tentang Indonesia, tapi saya belum baca
lampirannya.
Salam,
--Tomi Satryatomo
skype: tomi.satryatomo
twitter: @wisat
Jakarta, Indonesia (GMT+7)
-----Original Message----From: Google Mobile Ads Blog mobileadsblog@...>
Sender: google-mobile-ads-blog@googlegroups.com
Date: Tue, 15 May 2012 17:11:25
To: Google Mobile Ads Bloggoogle-mobile-ads-blog@googlegroups.com>
Reply-To: google-mobile-ads-blog+owners@googlegroups.com
Subject: Smartphone adoption and usage soars in Asia in 2012
Today we continue our exploration of regional findings from the new
2012 Our Mobile Planet research and examine smartphone behavior in the
Asia Pacific region.
Have you ever left home without your mobile phone? If so, you probably
remember the feeling of anxiety that comes from being disconnected.
The new Our Mobile Planet smartphone research shows that you are not
alone in this feeling. In Australia 74% of smartphone owners do not
leave home without their phone and in Japan that number is even higher
at 78%. Just like they have shown rapid growth in the economy and in
culture recently, Asian countries are gaining momentum in increasing
smartphone usage.
To better understand the importance of smartphones across Asia, and to
see how it relates to you and your business, visit thinkwithgoogle.com/
mobileplanet to gain free access to powerful data across 40 countries
in 22 languages. This is an updated version of previous Our Mobile
Planet research, with an improved user interface for easier navigation
and newly updated data. We commissioned Ipsos MediaCT to conduct new
research on smartphone Internet users across 26 countries in Q1 2012,

including four APAC countries - Australia, China, Japan and New

Zealand. You can also find last years research data from eight other
APAC countries including Korea, Singapore and India.
New 2012 Research Findings: Australia, China, Japan, New Zealand
1. APAC consumers increasingly choose smartphones
- Smartphone penetration in Asia has increased by leaps and bounds
within less than a year. Even though it was broadly known that
Japanese people often use their phones to search on the Internet in
their daily lives, in our last years research, only 6% of respondents
answered that they have smartphones. However, the number has more than
tripled this year and now 20% of Japanese people are smartphone users.
In Australia, more than half of the population(52%) own smartphones
and this is 40% growth from last years stats(37%)
- The importance of smartphones can be seen throughout Asia in a
number of ways, for example in China 54% of smartphone owners would
rather give up their TV than their smartphone, or in New Zealand 59%
of smartphone owners access the Internet on a daily basis. Smartphones
are already becoming indispensable to Asian consumers.
2. APAC consumers are active smartphone users
- 77% of Japanese smartphone users have used their phone every day in
the past 7 days, which is the highest among the 26 around the world
where we conducted research. 64% of Chinese users, 58% of Australians
and 46% of New Zealanders also use their phones everyday.
- Search is one of the most common activities on smartphones. 68% of
Japanese, 63% of Chinese, and 51% of Australian smartphone owners
perform mobile searches everyday.
3. Smartphones are used with other media
- Smartphone owners consume multiple other types of media in
conjunction with their smartphone. The top three cross media
activities are watching TV, listening to music, and using the
Internet. In Japan, more than half (53%) of respondents use
smartphones when they watch TV and 30% of them use while surfing the
Internet. This data shows that mobile marketing is no longer optional
consumers are always on their smartphones, even when they have other

entertainment media options.

- People search on mobile after seeing an offline ad. Chinese
smartphone users are very responsive as a staggering 87% have
performed a mobile search after seeing an ad. This figure is high in
other markets as well, 63% of Australians, 62% of Japanese, and 57% of
New Zealanders also search on their phones after seeing an offline
ad.
4. Smartphones are the new yellow pages for local businesses
- Having a mobile presence is critical for local businesses. In
Australia and New Zealand, 86% and 80% of smartphone users search
locally on their phones. The number is even higher in Japan and China
where 91% and 93% of respondents indicated that they search local
businesses on their phones.
- Consumers do not stop after search. They actually visit the store,
call the business, and make purchases. From the graph above, you can
see how many people call the businesses after performing a local
search. Consumers from Australia and New Zealand showed similarly high
results, 54% and 50% respectively. 33% of Chinese users and 17% of
Japanese users also answered that they called the businesses after
searching locally.
5. Shopping on mobile devices is growing, be ready for your customers
- Through our research we discovered that almost all of the smartphone
users in APAC countries use their smartphones to research a product or
service. In Japan 100% of smartphone owners use their mobile device to
research products or services. These numbers are high throughout APAC
where we see 94% from Australia, 97% from China, and 66% from New
Zealand.
- Smartphone shoppers also make mobile purchases quite often. Of the
people in China that have made a purchase on their smartphone, 76% of
them make mobile purchases at least once a month, which is the highest
number globally. 59% of Australians, 52% of New Zealanders and 51% of
the Japanese smartphone shoppers also make purchases at least once a
month.
Its clear that consumers have gone mobile and that businesses need to
think about how to make reaching the new mobile consumer an important
part of their strategy. Visit thinkwithgoogle.com/mobileplanet to get

the insights you need to make data driven decisions on how to engage
with your customers on their smartphone.

Posted by: Soyeon Kim, APAC Product Marketing Manager, Google Mobile
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