Google Think Mobile Athens

Google Think Athens: Mobile search searches launched 2015, surpassing searches from fixed computers around the world for the first time. 2016, the trend was strengthened both globally and in Greece, where 58% of the total population is now using a smartphone.Think Mobile

Google Think Mobile Athens: What are the repercussions for marketers and product companies?

To answer these questions and encourage further discussions, Google organized the first Think Mobile event in Athens to highlight the dynamics of mobile phones and the opportunities created for marketers.

Several speakers, following the introduction of Grigoris Zarifopoulos, Country Manager for Greece, Cyprus and Malta, have talked about issues regarding the future of technology and recent innovations Google has introduced in the mobile world. One such application is Google Allo, a new smart messaging tool, for Android and iOS, that combines messaging with Google Assistant - with which the user can chat - to enhance their experience with additional features (such as emojis , ticket reservations, product suggestions, etc.)

At the event, Google unveiled the new features provided through programmatic advertising, revealed the power of video sharing in the era of mobile phones thanks to YouTube, and presented the latest data that highlights the role of mobile phones in the product purchase process.

Google has studied the path a consumer follows to make a purchase through their mobile device: from the moment they perceive a need, to checking which brands and products cover them, to determining the most important criteria s, the best offers, supplier and purchase method, until the moment he reaches his final choice. For example, purchases in the Apparel & Footwear category are often made on impulse, with 30% of respondents confirming they made a decision on the spot. Buyers in this category rely on calls them, with 26% of respondents having made searches mainly from them and with 60% watching videos on their mobile phones about the products they buy. Convenience was cited as the biggest benefit to mobile searches, with 47% saying it was the reason they searched on their smartphone. In addition, when consumers visited the physical , 26% said they did so as a result of searches on their mobile device.

On the other hand, those interested in buying a Laptop are even more likely to use a mobile device to do research. Percentage of 80% of respondents declared undecided This explains how research on these products through mobile phones is much higher than other product categories. 4% of purchases were completed by mobile phones in this category, while 51% of searches were made via smartphone as users visited stores.

Those interested in the Home and Decoration category consider the first phase of trend search as important, so 92% spends considerable research time at this stage with 40% doing their research through a smartphone. 30% of product searches for this category were made through smartphones, with 40% of consumers who searched for their smartphone to continue doing so while shopping in a physical store.

In the Skin Care sector, 35% of respondents used their smartphone to search for a product. The mobile purchase rate for this category is 2% in Greece. As with the other categories, a significant percentage of research was done through mobile phones, with 20% of them being made through a smartphone. Similarly, purchasers in physical stores discovered a significant proportion of products through their mobile phones while 30% of respondents used their smartphone to do their research while in stores.

Grigoris Zarifopoulos, Country Manager for Greece, Cyprus and Malta, said:

"We notice that thanks to mobile phones, users have easier and permanent access to the product market and are provided with more opportunities for research and shopping. In fact, for many consumers, the is the gateway before the purchase. This is even more pronounced during the holidays. Businesses that help consumers discover the products they need, find the specific items they want, and ultimately shop freely on the device of their choice will be able to emerge as winners in this mobile shopping journey.

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Written by Dimitris

Dimitris hates on Mondays .....

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