Google has published some astonishing statistics on the phenomenal growth in smartphone ownership and usage.

There are a number of stand out statistics, particularly with regard to UK users.

Key take-aways are:

• Between the start and the end of 2011 UK smartphone ownership rose from 30% to 45%, a massive rise of 50%
• 98% of UK internet users used a PC to access the internet everyday, 93% used a smartphone

People are using their smartphone in lots of different places in the UK:

• 97% home
• 71% work
• 85% on the go
• 63% in a shop
• 56% restaurant
• 50% at a social gathering / function
• 61% Public transport

Interestingly, smartphone users consume other media whilst using their phone:

• 42% listen to music on the radio
• 15% play video games
• 54% watch television
• 25% watch films

Other “offline” media also influences what smartphone users search for, with many people in the UK using their smartphone to search for things they have seen advertised.

Search engines are a frequent touchpoint for mobile smartphone users, with 96% of users using search engines on their phone. In addition, 78% of smartphone users frequent social media sites on their mobile device.

A really interesting statistic is that 84% of UK users search for local information on their smartphone. For me, this is a critical factor for many small businesses, as they often want to appeal to local client & prospects.

Furthermore, 80% of information seekers take action after looking up local content and 1 in 5 make a purchase!!

Mobile is also a rapidly growing point of purchase with 30% of UK smartphone users buying on their smartphone in 2011. Also at least half of mobile shoppers make purchases every month on the smartphone.

Smartphone usage also has a deep impact on traditional bricks and mortar retail. 22% of smartphone users intentionally take their smartphone shopping to compare prices and get product information.

A critical factor in all these stats is that they are indicative of growing trends. More people are getting smartphones, more people are using smartphones and people are using smartphones in more places.

This is all great news if you have a a smartphone optimised business website… You do have a smartphone optimised website design don’t you..?