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Mobile Product Search on the Rise in Denmark

Three in 10 digital shoppers used a tablet to hunt for product information in Q3 2013

Smartphones and tablets are gaining ground as product search tools, according to research conducted by Radius Kommunikation on behalf of Eniro Krak, the Danish arm of regional search and directories business Eniro (effectively a Nordic Yellow Pages).

Searching via desktop or laptop was nearly universal, mentioned by 96% of respondents. But 30% said they had also used a tablet to seek out product information—more than double the 12% who had done so in 2012. The proportion using a mobile phone was up too, from 28% in 2012 to 37% last year. Adults ages 18 to 35 were the biggest fans of mobile phone searches; 63% said they had taken this route.

While more than 80% of respondents carried out searches for products and services on mobile devices at home, it was increasingly common to research while on the go—43% had hunted for information while in a bus, train or car—or when consumers were in or near a shop where they could make a purchase (27%). Again, respondents ages 18 to 35 led the trend; they were about twice as likely to access mobile search in those locations as 56-to-75-year-old users.

The overwhelming majority in all age groups typically used a mobile web browser rather than an app for searches. Older people were more likely to use an app, however—perhaps because they knew and trusted the brand or company behind it.

Rising usage of mobile devices, particularly smartphones, will make mobile search for goods and services a default for many consumers in the future. eMarketer estimates that Denmark will have the second-highest smartphone penetration in Western Europe this year, approaching 59%.

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