Google and Digitas to Study Mobile Usage Trends

Google has partnered with Publicis-owned brand agency Digitas to deliver mobile marketing insights and usage research data. The partnership aims to inform clients' investment strategies, forecast trends and drive increased adoption of mobile-optimized web sites.

The Google-Digitas project will look at a range of mobile trends over the course of the year, to better understand how smartphone adoption and the advancement of mobile technology have impacted on consumer behavior.

'The mobile frontier is here and now, and we have a responsibility to our clients to drive an advanced point of view on navigating this terrain,' states Colin Kinsella, President, Digitas N America. 'We are both data-inspired organizations, who understand that data is the spotlight that turns opinions to insights and drives a smart, strategic marketing agenda.'

Findings from an initial study of the mobile trends around Mother's Day - the second largest US consumer spending holiday - found that 33% of Google search queries on the term 'flowers' came from mobile devices, with these searches increasing in the week prior to Mother's Day and 'maxing out' on the weekend.

'By working with Digitas to combine our insights and experiences, we hope to help marketers embrace mobile and provide their customers with a positive experience on this critical platform,' adds Jason Spero, Director of Google Mobile Ads.

Web sites: www.google.com and www.digitas.com .