The smart money's on the smartphone

Recent Google research has shown the smartphone's dominance in Australia is changing the way people behave and that more increasingly Australians view their smartphone as indispensible to their daily lives.

With a wealth of information available, some of the highlights of the latest Our Mobile Planet report include:

- Your customers have gone mobile... so should you: It's safe to say that Australia's mobile revolution isn't coming - it's here. More than half our population now owns a smartphone, which means more than half your customers do too. Businesses must adopt a strategy that addresses mobile consumers.

- Smarter phones make smarter shoppers, so be ready: The overwhelming majority of Aussies Google surveyed (94%) have researched a product or service on their smartphone, which means a mobile-friendly website is essential to your bottom line: 61% said they wouldn't return to a website that wouldn't load on their phone.

- If you're local, they're looking for you: 86% of smartphone users look for local information on their phone and 88% take direct action as a result, such as visiting or contacting the business. That's almost double the number this research found last year, making it doubly important for small businesses to be ready with a mobile website that clearly displays information like location and trading hours.

- Multi-tasking with media: Australian smartphone owners are multi-screen masters, creating extra opportunities for advertisers to reach them as they multi-task. 80% use their phone while doing other things like watching TV (48%), and 57% have searched from mobile after seeing an ad on TV. Businesses should complement their online and offline ad campaigns with mobile ads to reach their audience on all screens.

Speak to your account manager if you'd like to find out how you can make the most of this rapid growth. Whether it's mobile display advertising or a new and improved mobile site for your business, Tradingpost can help.