Egypt witnessed 26 percent smartphone adoption in the first quarter of 2012, a survey by search engine giant Google reveals.
The survey, which was aimed at understanding the mobile consumer, further reveals that smartphone owners are becoming increasingly reliant on their devices with 28 percent accessing the Net daily, showing great opportunity for businesses using mobile advertising.
The findings suggests a transformation in consumer behavior that reflects the advancement of advertising strategies to include mobile and developing integrated cross-media campaigns.
Smartphone users multitask while still using their smartphones, even as mobile search, video, app usage, and social networking become commonplace globally, the report stated.
The report also explores how smartphone users navigate the world relying on geo based services to connect with business. Some 88 percent of the users search for local information on while 90 percent almost certainly take action such as making a purchase.
According to the report, 82 percent of consumers are said to have looked for a product or service on their device with 44 percent having been influenced to make purchases using their mobile phones. Mobile optimized websites are credited for engaging the consumer to a point of making purchase.
Smartphones, the report says, also offer mobile ads more visibility resulting to mobile ads that are a part of an integrated marketing strategy can drive greater consumer engagement.
Offering advanced capabilities to the basic mobile phone, the devices are now being used everywhere, at home, work and on the go, Google said.
Google conducted the research dubbed ‘Our Mobile Planet’ in the first quarter of 2012 in partnership with media, content and research specialists Ipsos. About 500 Egyptian online adults aged between 18 and 64 years were interviewed.